READING PICTURE TO UNDERSTAND CLASS: SOCIAL CLASS REPRESENTATION IN SEVERAL NEWS PHOTOS IN KOMPAS

THESIS
Presented to the English Department, Faculty of Letters, Jember University as one of the requirements to obtain the award of Sarjana Degree in English Studies

INU BASIDJANARDANA 050110101079

JEMBER UNIVERSITY FACULTY OF LETTERS ENGLISH DEPARMENT 2010

To: My parents; Sumiati and Warsito The undying spirit and love. Finally, I understand the meaning of freedom, responsibility and respect you gave to me to be what ever I want to be Thank you for your courage to be..

MOTTO

The role of the media forces us to ask what kind of a world and what kind of a society we want to live in.
Noam Chomsky, Media Control

DECLARATION

I hereby declare that thesis entitled Reading Picture to Understand Class: Social Class Representation in Several News Photos in Kompas is an original piece of my writing. I certainly certify that this thesis is not a plagiarism work; the analysis and the result described have not been already submitted for any degree or any publications. I state my declaration truly without any compulsion.

Jember, February 2010 The Writer

Inu Basidjanardana 050110101079

APPROVAL SHEET

Approved and received by the Examination Committee, the English Department, Faculty of Letters, Jember University

Jember, February 2010 Secretary Chairman

Indah Wahyuningsih, S.S 196801142000122001 The Members 1. Drs. Moch. Ilham, M.si. 196310231990011001

Prof. Dr. Suparmin, M.A. 194003111966051001

(.)

2. Dra. Supiastutik, M.Pd 196605141998011001

(.)

3. Drs. Wisasongko, M.A. 196204141988031004 Approved by Dean of Faculty of Letters

(.)

Drs. Syamsul Anam, M.A. 195909181988021001

ACKNOWLEDGMENT

All praises are due to Allah SWT, the Lord of universe, the Almighty and the most Benevolent who gives me blessing, force, and guidance to finish this thesis. Eventually, I believe that without a mercies, it is impossible to compose this scientific report used to obtain Sarjana Sastra degree at the Faculty of Letters, Jember University. This thesis has been not completed without the involvement and assistance of many individuals. In this opportunity I would like to reveal my sincere gratitude to: 1. My Almamater, Jember University. 2. Drs. Syamsul Anam, M.A., Dean of Faculty of Letters, Jember University; and Drs. Moch. Ilham, M.Si., the Head of English Department for the permission to compose this thesis. 3. Drs. Moch. Ilham, M.Si., my first advisor and Dra. Supiastutik, M.Pd., my second advisor who have spent a lot of time in correcting and improving this thesis. I am really grateful for the cooperative advisory, helpful advices and patience during the writing of my thesis. 4. All lecturers of English Department who have given the advantageous and valuable knowledge during my study at Faculty of Letters, especially for Mas Ikwan Setiawan, my virtual advisor who lent me Judith Williamsons Decoding Advertisement to start my thesis. 5. All staffs and the librarian of the Central Library of Jember University for the service. 6. All my friends in English Department especially the academic year of 2005 for continuous support and friendship.

7. The student of Journalistic School (die Tegalboto schule) UKPKM Tegalboto for worthy full lesson about life in those crowded room. We are indeed the young and restless. 8. dr. Dilli Yudhistira my older brother who lend me a personal computer and Hornbys Oxford Learners Dictionary in the last of my writing. 9. My niece and nephew; Devi Eka Wardani Mega Ningtyas and Dicky Fattah Dwi Mahardika. Let the sunshine spring upon your faces. 10. My little angels; Melan and Arin. 11. Iken Nafikadini, M.Kes., my sister and Inggit Muhaimin Tamba, my brother for the endless happiness. May force be with you. 12. My quiet place in this noisy world, Fatati Nur Diana. Thank you for giving space in your beautiful place, it brings round me that the lifes so good. Thank you for being part of my deepest heart. 13. The peoples who encourage me and help morally to finish this thesis that is forget to be mentioned.

I do realize that nobody is perfect. The mistakes in composing this thesis belong to my lack of knowledge. I hope this thesis will be useful especially for the progress of linguistic major in English Department.

SUMMARY

Reading Picture to Understand Class: Social Class Representation in Several News Photos in Kompas; 80 pages; Inu Basidjanardana; 050110101079; 2010; English Department, Faculty of Letters, Jember University. This thesis entitled Reading Picture to Understand Class: Social Class Representation in Several News Photos in Kompas, analyzes how the social class of the reader can be determined through semiotic theory two orders of signification. Here, the focus of study is the news photographs especially the headline photos in the Kompas that were published in mid of December 2009 until early of January 2010. The photograph has invited a polysemous reading and various interpretation of meaning. It is necessary to find out how they make sense of these photographs based on their historical, cultural background. The analysis is based on the theory of communication and the concept of ideology that affect the behavior in language toward the presented text. Barthes two orders of signification that is a redefinition of Saussures theory semiotics, is used to analyze the way in which signs and conventions in the text interact with the conventions experienced and expected by the user. Furthermore, the use of Pierces theory of sign is beneficial to help the two orders of signification to predict and catch the messages in the photograph in an effective and comprehensive way. These semiotics theories also help to interpret the complex ways in which a sentence is constructed and the way its form determines its meaning. Then, the segmentation theory especially social class theory is applied to support the two orders of signification in interpreting the ideological dimension that shapes the ideas of representation. In Indonesia, the division of social class can be divided into Class A+ (the upper-upper class), Class A ( the lower-upper class), Class B+ (the upper-middle class), Class B (middle class), Class C+ (the upper-lower class), and Class C (the lower-lower class). From the discussion, there are two classes that have been presented from the headline photo of Kompas; upper-middle class and middle class. Thus, the social class reader of Kompas is from Class B (middle class) until Class B+ (upper-middle class).

TABLE OF CONTENT

FRONTISPIECE DEDICATION PAGE ........................................................................................ MOTTO ............................................................................................................... DECLARATION ................................................................................................. APPROVAL SHEET .......................................................................................... ACKNOWLEDGMENT .................................................................................... ABSTRACT ......................................................................................................... TABLE OF CONTENT ...................................................................................... LIST OF FIGURES ............................................................................................ LIST OF APPENDICES ....................................................................................

ii iii iv v vi viii ix xii xiii

CHAPTER 1 INTRODUCTION ............................................................................................. 1 1.1 The Background of the Problem ................................................................... 1.2 The Problems to Discuss .............................................................................. 1.3 The Scope of the Study ................................................................................. 1.4 The Goals of the Study ................................................................................. 1.5 The Significance of the Study ...................................................................... 1.6 The Type of Study ........................................................................................ 1.7 The Organization of the Thesis .................................................................... 1 4 5 5 6 6 6

CHAPTER 2 THEORETICAL REVIEW .............................................................................. 7 2.1 Communication ............................................................................................ 2.1.1 Mass Media ...................................................................................... 2.1.2 Language in Mass Communication .................................................. 2.2 Representation .............................................................................................. 2.3 Semiotics and Two Order of Signification ................................................... 2.3.1 Denotation ........................................................................................ 2.3.2 Connotation ...................................................................................... 2.3.3 Myth ................................................................................................. 2.4 Segmentation ................................................................................................ 2.4.1 Social Class Theory .......................................................................... 2.4.2 Social Behaviors ............................................................................... a. Upper Class ..................................................................................... 1) The Upper-Upper Class ......................................................... 2) The Lower-Upper Class ......................................................... 7 9 11 13 15 21 22 22 24 24 26 27 27 28

3) The Upper-Middle Class ....................................................... b. Middle Class ................................................................................... 1) The Middle Class ................................................................... 2) The Working Class ................................................................ c. Lower Class ..................................................................................... 1) The Upper-Lower Class ......................................................... 2) The Lower-Lower Class ........................................................ 2.5 The Ideology of Kompas ..............................................................................

28 29 29 29 30 30 30 30

CHAPTER 3 METHOD OF RESEARCH .............................................................................. 31 3.1 Semiotic Analysis .......................................................................................... 3.2 Type of Research ........................................................................................... 3.3 Type of Data .................................................................................................. 3.3.1 The Spread of Kompas Reader ........................................................ 3.3.2 Social Class in Indonesia .................................................................. 3.4 Method of Collecting Data ............................................................................. 3.5 Data Analysis ................................................................................................. 31 32 33 34 34 34 35

CHAPTER 4 RESULT AND DISCUSSION .......................................................................... 36 4.1 The Semiotic Interpretation of Data 1 ............................................................ 4.1.1 The Type of Sign .............................................................................. 4.1.2 The Level of Meaning ...................................................................... a. The Denotative Meaning .............................................................. b. The Connotative Meaning ............................................................ c. Myth .............................................................................................. 4.1.3 Social Class Representation ............................................................. 4.2 The Semiotic Interpretation of Data 2 ............................................................ 4.2.1 The Type of Sign .............................................................................. 4.2.2 The Level of Meaning ...................................................................... a. The Denotative Meaning .............................................................. b. The Connotative Meaning ............................................................ c. Myth .............................................................................................. 4.1.3 Social Class Representation ............................................................. 4.3 The Semiotic Interpretation of Data 3 ............................................................ 4.3.1 The Type of Sign .............................................................................. 4.3.2 The Level of Meaning ...................................................................... a. The Denotative Meaning .............................................................. b. The Connotative Meaning ............................................................ c. Myth .............................................................................................. 36 37 39 39 41 42 43 44 46 48 48 49 51 52 53 54 55 55 56 57

4.1.3 Social Class Representation ............................................................. 4.4 The Semiotic Interpretation of Data 4 ............................................................ 4.4.1 The Type of Sign .............................................................................. 4.4.2 The Level of Meaning ...................................................................... a. The Denotative Meaning .............................................................. b. The Connotative Meaning ............................................................ c. Myth .............................................................................................. 4.1.3 Social Class Representation ............................................................. 4.5 The Semiotic Interpretation of Data 5 ............................................................ 4.5.1 The Type of Sign .............................................................................. 4.5.2 The Level of Meaning ...................................................................... a. The Denotative Meaning .............................................................. b. The Connotative Meaning ............................................................ c. Myth .............................................................................................. 4.1.3 Social Class Representation .............................................................

57 59 61 62 62 63 65 65 67 69 70 70 71 73 74

CHAPTER 5 CONCLUSION .................................................................................................. 75 BIBLIOGRAPHY .............................................................................................. 78 APPENDICES .................................................................................................... 82

LIST OF FIGURES

Figure 2.1 Shannon and Weavers Model of Communication ................................ 9 Figure 2.2 Two-Sided Psychological Entities .......................................................... 18 Figure 2.3 The Combination of Sign ...................................................................... 18 Figure 2.4 The Categories of Pierces Sign ............................................................ 19 Figure 2.5 The Two Order of Signification ............................................................ 21 Figure 2.6 Social Standing is Derived and Influence Behavior .............................. 27 Figure 3 The Spread of Kompas Reader ................................................................ 36 Figure 4.1 Kompas photo: Tergerus Abrasi .......................................................... 38 Figure 4.2 Kompas photo ....................................................................................... 46 Figure 4.3 Kompas photo ....................................................................................... 55 Figure 4.4 Kompas photo: Pertemuan Parlemen Asia .......................................... 61 Figure 4.5 Kompas photo: Sesaji Kirab Malam 1 Sura ......................................... 69

LIST OF APPENDICES

Appendix 1. Photo headline (January 13th 2010) Appendix 2. Kompas lay out cover (January 13th 2010) Appendix 3. Photo headline (December 30th 2009) Appendix 4. Kompas lay out cover (December 30th 2009) Appendix 5. Photo headline (December 10th 2009) Appendix 6. Kompas lay out cover (December 10th 2009) Appendix 7. Photo headline (December 9th 2009) Appendix 8. Kompas lay out cover (December 9th 2009) Appendix 9. Photo headline (December 17th 2009) Appendix 10. Kompas lay out cover (December 17th 2009)

CHAPTER 1. INTRODUCTION

This chapter helps to comprehend the discussion of the thesi. The topic being discussed in this thesis is semiotic analysis in several news photos in Kompas. Then, from those analyses the segmentation of the media will be found. To actually make it easily explained, this chapter also needs to present the background of the problem, the problems to discuss, the scope of the study, the goals of the study, the significance of study, the methods of the study, and the organization of the thesis. Each of them will be presented as follows:

1.1 The Background of the Problem Communication is perhaps the most human of all human activities. It has appeared as a primary need for people in all over the world. As social beings, they need others to defence their existence, to survive, to maintain social relationship etc. Barry describes:Social life is impossible without communication, and the development of the power to communicate has played a vital role in the evolution of the societies since the first men banded together (Barry, 1965: 16). To carry those functions, human beings use language. Barker in the year of 1984 stated, Language is the communication of thoughts and emotions by means of a structured system of symbol (Barker, 1984: 22). Further, Webster elucidated that Language is a systemic means of communicating ideas or feelings by the use of conventionalized signs, sounds, gestures, or marks having understood meaning (Morse and Mish, 1996). Wardaugh argues the main function of language is human communication (Wardaugh, 1972: 4). In addition, through language in the form of words, symbols, gestures, sound patterns and soon, men try the possibility to build

co-operation. Therefore language is a medium to share knowledge, information, and experience and thus understand, persuade, convert or control their fellows (Barry, 1965: 16). As the time changes, the medium of language have been enhanced, extended and refined. Humans have been seeking new media through which to extend the possibilities of communications their ability to exceed time and space (A.G Eka Wenats Wuryanta, quoted in ekawenats.blogspot.com). Newspaper is one of the results of the advance technological achievements that mediate language. This kind of media make possible to the reader to interpret at their leisure without a time limitation, unlike television or radio. This means that the reader can take time to interpret the codes and therefore give the information more clearly. The function of language is applied on purpose, not just informing facts but also constructing meanings, building myths, serving arguments, and creating opinions. It is in accordance with Reals statement (1989:17) in his Super Media that the media of communication is the consciousness industry. It means media provides the materials out of which many people construct their sense of class, of ethnicity and race, of nationality, of sexuality, of us and them (Kellner, 1995:1). The newspaper is a form of news communication that presents a display of codes that should serve the reader with information of the world. As a matter of fact, news is expressed in a newspaper through symbolic and iconic sign. Both forms of sign stand in a complementary relationship function as transmitter of the message. The first, appears in the form of article, headline, caption and soon. These symbolic signs are the major content of news media that give narrative descriptions. The second, appears in the form of chart, cartoon, diagram, caricature and soon. These iconic signs function as transparent representations of reality, as conveyors of affective or emotional appeal, and as complex combinations of symbols put together to make up rhetorical arguments.

Photographs are one of rhetorical arguments in the newspaper. They are containing sign and codes that provide information to the reader. According to Gaines (2001: no page) the photograph is simultaneously iconic in its resemblance to something in the world and indexical as the photo-chemical imprint bears witness to the appearance of the object before the camera at some point in time. Thus, pictures are more imperative than writing, they impose meaning at one stroke, without analyzing or diluting it (Barthes, 1983:110). Barthes expressed his view that a news photograph is an object that has been worked on, chosen, composed, constructed, and treated according to professional, aesthetic or ideological norms which are so many factors of connotation. There are many decisions taken by the photographer such as; focusing, lighting, angle, which produce various representations, and readings, of the same moment creating different connotations. A photograph is like a written text in that it is made up of marks on card. It has a substance comparable to writing, except that it is not articulated as an alphabet is (Hynes, 1992: 235). According to Barthes, there are three kinds of messages in the photograph: linguistics message, non-coded iconic message and coded iconic message (Barthes, 1977: 36). The first is articulated as caption, title etc. The second is literal, the captured reality. The third is the cultural aspects of the presented image. Reading the news photograph is changing those messages into verbal text. It means that the messages are read as how the verbal text is commonly treated. This thesis will analyze the photograph in the newspaper with semiotics approach through functioning the two orders of signification. Semiotics is primarily a mode of analysis that seeks to understand how sign perform or convey meaning in context. It is an orientation to the analysis of signs and signs about signs (Saussure, 1966:3). Whereas, two orders of signification is a term about levels of meaning. In these orders, meaning may appears in denotation, connotation and or myth, in which meaning as being process of negotiation between writer or reader and text where denotation is the common sense, obvious meaning of a sign. Then connotation is the

interaction of the sign with the feeling of the user and the values of their culture. Additionally, myth is a hidden ideological function of signs which seems natural not historical. Thus, by the analysis, social class of the medias reader will be found. The object of this thesis is Kompas, the Indonesian newspaper that was publishing since June 1965. It is the most widely read newspaper in Indonesia according to A.C Nielsen, the international private bureau of statistics. It has been the largest national newspaper in Indonesia. In 2004, its daily circulation reached some 530.000 copies, and its Sunday edition is about 610.000 copies. Readership totalled about two million peoples. Concerning the importance of the role of the theory of semiotics in the process of interpretation of news photograph, especially its two orders of signification; this thesis is going to find out the intended messages and describe the functions of two orders of signification of the news photograph on the Kompas from non-linguistics aspect, so that the thesis entitled Reading Picture to Understand Class: Social Class Representation in Several News Photo in Kompas is proposed.

1.2 The Problem to Discuss This thesis discusses what the segmentation of Kompas reader. Basically, segmentation is dividing the consumer into several groups that are differentiated by their needs, characteristics, or behaviour (Kottler, 1997:235). The basic concept of this phrase is the identification of portions of the market that are different from one another. The product produced by the company is not constantly interesting for all peoples. It is because of the differentiation of the peoples purchasing motives, the knowledge about the product, and the peoples behaviors (Peter and Olson, 2000:135). There are three aspects of segmentation based on Kottler (1999:300)

1. Geographic aspect (including region, the population density, and climate) 2. Demographic aspect (containing the age of consumers, sex, race, religion, social class and their nationality) 3. Psychographic aspect (containing lifestyle and personality of the consumers) In this thesis, the aspect that is chosen to discuss is demographic aspect, specifically for social class. The analysis will be led to several headline photos in Kompas.

1.3 The Scope of the Study Limitation of discussion is needed in order to get a clear description of the process and result. The objects of analysis are 5 headline photos in Kompas around December 2009 until January 2010. The selection of the data based on common category such as: law, sport, culture, politics, and human life. Then, it will be focused on Kompas at December 9th (politics), 10th (sport), 17th (culture), 30th (law) 2009 and January 13th 2010 for human life category.

1.4 The Goals of the Study Based on the problem explained, the goals of the study can be mentioned as follows: 1. To describe and interpret the existence of the news photographs. 2. To describe how the reader can comprehend the news photographs in Kompas by using the Theory of Semiotics and applying the two orders of signification. 3. To find the social class of Kompas reader.

1.5 The Significance of the Study This study is not only aimed to define the segmentation that can be seen in the photograph, but also to get readers appreciation to any physical point existed in a media. This study also can be used for whether students or lecturers who interested in media and communication studies. Moreover, this analysis also can be implemented to other kinds of sign. The most significance of this study is to support people appreciation of media. Further discussion about this subject is also needed to support next research of interpret photograph using semiotics analysis.

1.6 The Type of Study This study will use library research. Library research aims to produce a critical synopsis of an existing area of research writing. Besides the data and theories were taken from books, most of them were taken from articles in internet because there are not enough books available that related to the method of this thesis. Besides getting information from written text, the writer also made some discussion with some people who are interesting in media and communication studies, especially in news photograph.

1.7 The Organization of the Thesis This thesis will be divided into five chapters. The first chapter contains an overview of this study. Second chapter will give a theoretical review. Therefore readers have a comprehensive understanding of the analysis. Third chapter will provide model of methodology and data collecting. Fourth chapter is discussion and result. It contains the analysis of the problem. The last chapter contains conclusion of this thesis.

CHAPTER 2. THEORETICAL REVIEW

This chapter gives some theories that take over some features. These theories expand the understanding about semiotics theory and other theories which is related to this thesis. The discussion will be started from communication; the usage of language in mass communication, media and newspaper including its instruments, especially news photograph. Second subchapter, the discussion will be focused on semiotics Pierce and Saussure and the two orders of signification as the basic of the method. Indeed, the Saussurean semiology is used to help the two order of signification work that was developed by Barthes. Since, the two order of signification concept is principally derived from Saussurean theory of sign. Then, the Piercean semiotics is used to interpret the signifier of the photograph, in order to look up the social class of reader. A review on segmentation and social class are placed in the third subchapter as a combining formalist analysis to show how socio-economical meaning convey the ideological dimension of text. Finally, the history of Kompas is positioned in the last subchapter.

2.1 Communication Communication is one of human activities that everyone recognizes as talking to one another, spreading information, our hair style, and or literary criticism: the list is endless (Fiske, 1990: 1). The boundaries of its field have been unclear from the beginnings. It is in concurrence with Frank E.X Dance in the preface of his book (1967). He stated that it is impossible to cover all area of this science because of the

breadth of interest in the field of communication (Dance, 1967: no pages). As these widely definition, John Fiske then briefly defined communication is social interaction through messages (1990: 2). The simple route of communication can be seen in the scheme below (cited in Fiske, 1990:6):
Sender Message Channel Receiver Destination

Noise

Sh ann on a nd Wea ver s mod el o f co mmun icati on

figures 2.1

That basic model of communication presents it as a simple linear process. The sender is seen as the decision maker; that is, the sender decides which message to send, or rather selects one out of a set of possible messages. This selected message is then changed by the transmitter into a signal which is sent through the channel to the receiver. For a telephone, the channel is a wire, the signal is an electrical current in it, and the transmitter and receiver are the telephone handsets. In conversation, my mouth is the transmitter, the signal is the sound waves which pass through the channel of the air, and your ear is the receiver. And destination is the goal of communication. Furthermore, communication can be divided into 4 types; personal communication, group communication, organizational communication, and mass communication (Cangara, 2008: no pages). Each type has difference range of the effect occured. Personal communication occurs narrower than other. It is because the process of acquiring data is only appeared in human mind. In the other hand, the effect of mass communication reaches the widest area (Gerbner cited in Dance, 1967:42).

Mass communication define as a process whereby mass-produced message are transmitted to large, anonymous, and heterogeneous masses of receivers (cited in Nurudin, 2007:12). Wright in Dance (1967) specificly describes: This new form can be distinguished from older types by the following major characteristic: it is directed toward relatively large, heterogeneous, and anonymous audiences; messages are transmitted publicly, often-times to reach most audience member simultaneously, and are transients in character; the communicator tends to be, or to operate within, a complex organization that may involve great expense. (1967:286) The definition above elucidated clearly that, beside it covers wide area of receiver, in mass communication the message will be spread, distributed and transmitted publicly to the large number of audiences who is heterogeneous (come from various status, class, race, religion, and different characters), and anonymous (the unrelated affaire between audiences) (Nurudin, 2007:12). Sender controls the process of producing message in a complex organization, called by media institution. So, mass communication can also be defined as communication through mass media which is constructed by modern technology of the society.

2.1.1 Mass Media The development of technology brings new area of human communication. Communication takes place not only on the interpersonal level between face-to-face individuals but also mediated large community through technological devices. The pervasiveness of the media in our everyday lives cannot be overstated. They devoted to reaching very large popular audiences and readerships in print, screen, and aural media (Hartley, 2002:142). Basically, based on Mass Communication Theory (1987) the functions of mass media are transmitting for all kind of knowledge. From the purpose mentioned, they have taken over role of school, parent, even the religion (McQuail, 1987:97-99).

As the time change, Kenneth Tucker viewed that the function of media as a site for ideological struggles in which people actively contest and reinterpret the meaning that they receive from this institution. Through mass media, the rulings groups attempt to naturalize meaning that serve their interest into common sense of the society (Tucker, Jr., 1998: 174). Kellner elucidated that media culture help establish the hegemony of specific political groups and projects. Media culture produces representations that attempt to induce consent to certain political positions, getting members of the society to see specific ideologies as the way things are (Kellner, 1995: 59). Thus he makes the simple conclusion about the function of media that media culture is maintaining boundaries and also legitimating the rule of the hegemonic class, race, and gender forces (1995: 62). Newspaper is one of printed mass media were published first in 1690 in the U.K, and now become the most widely read mass media in almost all big cities in the world (Vivian, 2008:12). This leading position is maybe also supported by the concept of a bright, flippant narrative style of news reporting, which includes a strong editorial viewpoint in its coverage. While the content of a newspaper varies, it generally consists of a predetermined combination of news, opinion, and entertainment. The model of newspaper becomes the favourite of all news media. It is designed to appear most commonly in daily editions; thus it could provide background, summarize the news, and add depth and interpretation that most media cannot give. It presents immediately in its front page the facts and information for its readers, and based mostly on facts that are fresh and written as it happens (Carr, 2010). This thesis analyzes the photo headlined of Kompas for understanding the social class of its reader. Headline is text at the top in the front page of a newspaper, indicating the nature of the article below it. It summarizes a whole event in a few

words, and dense noun phrases pack a variety of descriptive facts into a small portion of a sentence (Aitchison and Lewis, 2003:2). Furthermore, Allan Bell states: The headlines are in fact telling the story. In some cases they refer to other, sidebar stories separate from the story above which they are placed. By contrast the modern headline usually derives entirely from the lead sentence of the story below it and certainly not from any information beyond the body copy of that story. (cited in Aitchison and Lewis, 2003:10) The role of news photograph in the headline itself is to visualize the event, applying what had been read and see to accomplish a goal. It also contributes to literacy, the understanding and interpreting of information (Racine, 2002:6). The further function of news photo will be described in the next sub chapter that generally define about language in mass communication.

2.1.2 Language in Mass Communication Mentioning communication is impossible without mentioning language. Eco in his A Theory of Semiotics (1976) made implied distinction between language and communication. According to him, language can exist independently without communication; in other hand communication can not exist without language (Eco, 1976: 8-9). He described that any flow of information from a source to a destination is a process of communication, even the passage of a signal from machine to machine. Its process involve message sending by producer to the audience (cited in Noth, 1990: 172). In addition, Tubbs and Moss (1994:66) stated in their Human Communication book, involves sending messages from one persons nervous system to anothers with the intention of creating a meaning similar to the one in the senders mind. From the statement above, it is not wondered in the opinion that language is used solely for the communication of factual information between peoples (Lyons, 1977: 50). For Lyons, a British linguist, that statement is not true. He argued that the function of language is also serves for the establishment and maintenance of social

relationships and for the expression of our attitudes and personality. Thus, language is concerned in our cultural pattern and act of social behavior (Sapir, quoted in Hawkes, 1977: 125). In a simple way, it can be recognized that different culture makes different language. The differences of language play an important, positive role in signaling information as well as in creating and maintaining the subtle boundaries of power, status, role, and occupational specialization that make up the fabric of the social life (Anam, 2004:6). In mass communication, messages are formally coded, symbolic, or representational events of some shared significance in a culture, produced for the purpose of evoking significance (Gerbner cited in Dance, 1967:43). They are coded in complex symbol system named language. Hawkes (1977: 125) elucidated that every speech-act includes the transmission of messages through the languages of gesture, posture, clothing, hairstyle, perfume, accent, social context etc. Over and above, under and beneath, even at cross-purposes with what words actually say. That is in accordance with Ferdinand de Saussures statement in the third chapter of his classical book Course in General Linguistics. Saussure affirmed that language is a system of signs that express ideas and is therefore comparable to a system of writing, the alphabet of deaf-mutes, symbolic rites, polite formulas, military signals, etc, but it is the most important of all these system (Saussure, 1966:16). It means that language is not only articulated in form of letters, numbers etc, but also in the objects of our civilization. One form of language in newspaper is news photograph. A news photograph introduces a new set of problems for the analyst. It is iconic, and not arbitrary, so the paradigms involved are less well specified than they are in a verbal syntagm. It works metonymically, not metaphorically, and so does not draw attention to the creativity involved in its construction: it appears more natural (Fiske, 1990: 104). According to Rolland Barthes in his essay Photographic Message, he states: The press photograph is a message. Considered overall this message is formed by a source of emission, a channel of transmission and a point of

reception. The source of emission is the staff of the newspaper, the group of technicians certain of whom take the photo, some of whom choose, compose and treat it, while others, finally, give it a title, a caption and a commentary. The point of reception is the public which reads the paper. As for the channel of transmission, this is the newspaper itself, or, more precisely, a complex of concurrent messages with the photograph as centre and surrounds constituted by the text, the title, the caption, the lay-out and, in a more abstract but no less 'informative' way, by the very name of the paper. (cited in Barthes, 1977:15) The purpose of this iconic sign does not just give the reality illustration but also as a rhetorical argument about what has been. Further Zelizer argued that photography functions simultaneously as an integral part of journalism, a facilitator for achieving certain aims (cited in Fiske, 1990: 80). Then, Emery insisted that photographs are used just as are words, to inform, persuade, and entertain users of the mass media (Emery, 1971: 257).

2.2 Representation Stuart Hall suggests two relevant meaning for the term representation (1997:16). First, represent something means describe or depict something. It is to call it up in the mind by description or potrayal or imagination and to place a likeness of it before us in our mind or in the sense, as for example, in the sentence: This picture represents the murder of Abel by chain. The second, to represent also means to symbolize, stand for, to be a specimen of, or to substitute for; as in the sentence: In Christianity, the cross represents the suffering and crucifixion of christ. Therefore, representation can be concluded as an essential part of the process in which meaning is produced and exchanged between members of a culture. It involves the use of language, of sing and images which stand for or represent things. Representation connects meaning and language to culture. At the heart of meaning process in culture, there are two related system of representation. The first enables us to give meaning to the world by constructing a set

of correspondences or a chain of equivalences between things (people, object, event, abstract ide, etc.) and our system of concept, our conceptual maps. The second depends on constructing a set of correspondences between our conceptual map and a set of signs, arranged or organized into various languages which stand for or represent concepts. The relation between thing, concept, and signs lies at the heart of the production of meaning in language. The process which links these three elements together is what we call representation (Hall, 1997:19) Stuart Hall also stated that there aree three approaches how representation of meaning through language work (1997:24). These approaches are the reflective, the intentional, and the constructionist or constructivist approaches. In the reflective approach, meaning is thought to lie in the object, person, idea, or event in the real world, and languagee functions like a mirror, to reflect the true meaning as it already exist in the world. The second approach argues the opposite case. It holds that is speaker, the author, who imposes his or her unique meaning on the world through language. Words mean what the author intends they should mean. Constructionist approach as the last approach recognizes this public, social character of language. It acknowledges that neither things in themselves nor the individual users of language can fix meaning in language. According this approach, we must not confuse the material world, where things and people exist, and the symbolic practice and processes through which representation, meaning, and language operated. It is not the material world which conveys meaning; it is the language system or whatever system we are using to represent our concepts (Hall, 1997:25). Representation, meaning, and language have an inseparable relation. Representation is the production of meaning through language (Hall, 1997:18). In representation, we use signs, organize into language of different kinds, to communicate meaningfully with others. Language can use sign to symbolize, stand

for or references object, people and events in the real world. Meaning is produced within language, in and through various representational systems which, for convenience, we call language. Meaning is produced by the practice, the work of representation. It is constructed through signifying. Representation is simply defined as the process by which member of a culture use language (and any system which deploys signs, any signifying system) to produce meaning (Hall, 1997:61). This definition carries important premise that things including objects, peoples, events, in the worlds do not have in themselves any fixed, final or true meaning. It is us living in society within human culture who signify and make things mean.

2.3 Semiotics and Two Orders of Signification Referring to the Ecos A Theory of Semiotics (1976) and Noths Handbook of Semiotics (1990), the study of semiotics has reached vast field area beyond its founding fathers have theorized. The eld of semiotics is of course enormous, ranging from the study of the communicative behavior of animals (zoo semiotics) to the analysis of such signifying systems as human bodily communication (kinesics and proxemics), olfactory signs (the code of scents), aesthetic theory, and rhetoric (Hawkes, 1977:101). Roman Jakobson in Hawkes (1977) suggests an approach to this mass of sign-systems which begin by considering some general principles: Every message is made of signs; correspondingly, the science of signs termed semiotic deals with those general principles which underlie the structure of all signs whatever and with the character of their utilization within messages, as well as with the specics of the various sign systems, and of the diverse messages using those different kinds of signs. (1977:102) Semiotics or, also called, semiology basically means a science that study about signs (Noth, 1990:3). There are three main areas of its study; the sign, to which

it refers, and the user of the sign, as Fiskes statement in Introduction to Communication Studies (1990): Semiotics, as we call it, has three main area of study: (1) the sign itself. This consists of the study of different varieties of signs, of the different ways they have conveying meaning, and of the way they relate to the people who use them. For signs are human constructs and can only be understood in terms of the uses people put them to, (2) the codes or systems into which signs are organized. This study covers the ways that a variety of codes have developed in order to meet the needs of a society or culture, or to exploit the channels of communication available for their transmission, and (3) the culture within which these codes and signs operate. This is dependent upon the use of these codes and signs for its own existence and form. (1990: 40) The terms semiology and semiotics themselves are both used to refer to this science, the only deference between them being that semiology is preferred by Europeans, out of deference to Saussures coinage of the term, and semiotics tends to be preferred by English speakers, out of deference to the American Peirce (Hawkes, 1977:101). Ferdinand de Saussure, the founder of modern linguistics, states: A science that studies the life of signs within society is conceivable; it would be a part of social psychology and consequently of general psychology; I shall call it semiology (from the Greek se meon sign). Semiology would show what constitutes signs, what laws govern them. Since the science does not yet exist, no one can say what it would be; but it has a right to existence, a place staked out in advance. Linguistics is only a part of the general science of semiology; the laws discovered by semiology will be applicable to linguistics, and the latter will circumscribe a well-dened area within the mass of anthropological facts. (cited in Hawkes, 1977: 100)

While, Charles Sanders Pierce states: Logic, in its general sense, is, as I believe I have shown only another name for semiotic, the quasi-necessary, or formal doctrine of signs. By describing the doctrine as quasi-necessary, or formal, I mean that we observe the characters of such signs as we know, and from such an observation, by a

process which I will not object to naming Abstraction, we are led to statements, eminently fallible, and therefore in one sense by no means necessary, as to what must be the characters of all signs used by a scientic intelligence, that is to say by an intelligence capable of learning by experience. (cited in Hawkes, 1977: 100) For Saussure linguistic sign is two-sided psychological entity consisting of a sound-image and a concept (1966:66). It can be represented by the drawing:
concept sound-image skull

figures 2.2

It is not symbol corresponds to the referent as it was understood. It means when we write skull, this word becomes the physical form (sound-image / signifier) of the sign. And, the signified is the concept that is evoked (the idea of skull). Thus, the sign is the combination of the signifier and the signified.

sign

signified (concept) signifier (sound-image)

figures 2.3

Ferdinand de Saussure proposed that signs are not autonomous entities; they derive their meaning only from the place within an articulated system. What constitutes a linguistic sign is nothing but its difference from other sign. For instance the signifier man can be understood as not woman, not boy etc (cited in Noth, 1990: 58). Whereas, Pierce viewed that sign has triadic process called semiosis. It is an action of the sign, in which the sign has cognitive effect on its interpreter. According to him sign model consists of a triple connection of sign, thing signified, and cognition produced in the mind (cited in Noth, 1990: 42). Peirce also identified a

triangular relationship between the sign, the user, and the external reality as a model of studying meaning. He writes: Every sign is determined by its object, either first, by partaking in the character of the object, when I call the sign an icon; secondly, by being really and in its individual existence connected with the individual object, when I call the sign an index; thirdly, by more or less approximate certainty that it will be interpreted as denoting the object in consequence of a habitwhen I call the sign a symbol. (cited in Fiske, 1990: 47) The categories of Pierces sign can be drawn as follow:

figures 2.4

Those mean that in an icon the sign is resembles its object in some way: it looks, sound, feel, taste, smell like it: e.g. a news photograph, a portrait, a cartoon, a scale-model, sound effect in radio drama, a dubbed film, imitative gestures etc. In an index, there is a direct link (physically or casually) between a sign and its object: Both of them are actually connected, the link can be observer or inferred: e.g. natural signs (smoke, cloud, thunder, footprints, echoes, non -synthetic odors or flavors), medical symptom (a pain, rash, pulse rate), measuring instruments (weather cock, thermometer, clock, spirit-level), signals (a knock on a door, a phone ringing), pointers (a pointing index finger, a directional signpost), a recordings (photograph, a film, video or television shot, an audio-recorded voice), personal trademark (handwriting, catchphrase) and indexical words (that, this, here, there). Then, in a symbol there is no connection or resemblance between sign and object: a symbol communicates only because people agree that it shall stand for what

it does, so it is very arbitrary and purely conventional: e.g. language in general, numbers, morse, traffic lights etc (Chandler, 2000:5). Furthermore semiotics sees communication as the generation of meaning in messages whether by the encoder or the decoder. Meaning is not an absolute, static concept to be found neatly parceled up in the message. Meaning is the result of the dynamic interaction between sign and interpretant, and object: it is historically located and may well change with time (Noth, 1990:46). Meaning cannot be separated from the ideological struggles since its context is dependent or historical. Since meaning is historical or diachronic, thus it is not only synchronic as Saussure believed. John Fiske noted that Saussure was interested primarily in the linguistic system, secondarily in how that system related to reality to which it referred, and hardly at all in how it related to the reader and his sociocultural position. Thus, by his synchronicity, Saussure only examines the complex ways in which a sentence can be constructed and the way its form determines its meaning. Therefore, Saussure was less conscious in the fact that the same sentence may convey different meanings to different people in different situations (Fiske, 1990:85). For instance, pig can be defined as animal, police (for black ghetto), male chauvinist (for feminists) etc. (Hall, 1980: 124-5). It was Roland Barthes, the French semiotician, who proposed a systemic model by which the interactive idea of meaning could be analyzed (Fiske, 1990:85). This theory called the two orders of signification. The two orders of signification is a term about levels of meaning. Barthes argues that two orders of signification (mythology) is a part both of Semiology inasmuch as it is a formal science, and ideology inasmuch as it is an historical science: it studies ideas in form (Barthes, 1983: 111). In these orders, meaning may appear in denotation, connotation and myth, in which meaning as being process of negotiation between reader and text. Barthes elucidated that any system of significations comprises a plane of expression (E) and a plane of content (C) and that signification coincides with

relation (R) of the two planes: ERC (Barthes, 1983: 89). The primary sign is one of denotative while the secondary sign is one of connotative semiotics. The denotative is often called the first order of signification while the connotative as the second order of signification. It can be abstracted as (Sunardi, 2002:122):

Figures 2.5

The first order of signification is based on the Saussurean theory of sign that consist of signifier and signified that build a sign (meaning). This relation may be expressed in Hjemslevian term, expression (E1), content (C1) that coincides with relation (R1). The second order of signification is the second semiotic system that used the Saussurean theory of sign as a base. Thus, the sign of the first order become the signifier of the second order. In the first order we SIGNIFICATION called as sign, FORM as signifier, CONCEPT as signified. Therefore, the second order works as the first order and the second order also use the first orders sign as its FORM or signifier. Furthermore, the FORM and CONCEPT of the second order of signification in themselves also posses its own semiotic system: expression, form and substance. To simplify, the semiotic system of the FORM may be called in term of E2R2C2 and CONCEPT as E3R3C3. Therefore the second order of signification posses two ways how signs work (called as connotation and myth). Barthes elucidated that ideology is the form of the signified of connotation, while rhetoric is the form of connotation (Barthes, 1980:92). Fiske clearly interprets Barthes raw abstraction as

connotation is the second-order meaning of the signifier, myth is the second order meaning of the signified (Fiske, 1990: 88).

2.3.1. Denotation Considering that there is no meaning outside ideology, thus denotation is another result of a discursive practice. Therefore ideological meaning also presents in denotation. But confusion may not arise here. Hall argues the distinction of denotation and connotation is an analytical only (Hall, 1980: 132). Barthes clarified: Denotation is not the first sense, but it pretends to be. Under this illusion, in the end, it is nothing but the last connotation (where the reading is at the same time grounded and enclosed), the superior myth, thanks to which the texts pretends to return to the nature of language. We must keep denotation, old vigilant deity, crafty, theatrical, and appointed to represent the collective innocence of language (Barthes,1974: 9). Then, Baudrillard affirmed: Denotation is totally supported by myth of objectivity (whether concerning the linguistic sign, the analogous photographic or iconic sign, etc.), the direct adequacy of a signifier and a precise reality (quoted in Hall, 1980: 133) Thus in photography, the denoted meaning is conveyed solely through the mechanical action of image reproduction: a dog is a dog. Therefore denotation, the first order of signification is the one on which Saussure worked. It describes the relationship between the signifier and signified within the sign, and of the sign with its referent in external reality (Fiske, 1990:85). It means that denotation is literal, obvious or common sense meaning of a sign. But it does not means denotation is outside ideology. Stuart Hall clarifies that Indeed we could say that its ideological is strongly fixed-because it has become so fully universal and natural (Hall, 1980:133). Fiske insists that denotation is what is photographed; connotation is how

it is photographed (Fiske, 1990:86). Above all denotation is the literal, captured reality of a photograph.

2.3.2 Connotation According to Barthes, myth and connotation is generated in the same way in the second order of signification. Connotation is the second-order meaning of the signifier (FORM=E2R2C2). Connotation describes the interaction that occurs when the sign meets the feelings or emotions of the users and the value of their culture (Fiske, 1990: 85). Barthes argues that the connotation develops on the basis of denotation whose signifier is a certain treatment of the image and whose signified whether aesthetic or ideological, refers to certain culture of the society receiving the message (Barthes, 1977: 17-19). The difference of connotation and denotation in photography is obvious. Barthes gives a clear example how denotation and connotation work, as follow: denotation is mechanical production on film of the object at which the camera is pointed. Connotation is human part of the process: it is the selection of what to include in the frame, of focus, aperture, camera angle, quality of film, and so on (Fiske, 1990: 86). Then, Barthes declares that: Connotation, the imposition of second meaning on the photographic message proper, is realized at the different levels of the production of the photograph (choice, technical treatment, framing, lay out) and represents, finally, a coding of the photographic analogue. (Barthes, 1977: 20)

2.3.3 Myth Hall describes that myth differs from connotation at the moment at which it attempts to universalize. Myth is connotation which has become dominant-hegemonic (Hall, 1980: 125). For Fiske myth is the second-order meaning of the signified. Thus it is the semiotic system of the CONCEPT (E3R3C3). Barthes argues that myth is dominant ideology of our time. He insists that myth serve the ideological function of naturalization (Barthes, 1980:130). It means that myth is not natural, neutral or even necessary. Myth is taken for granted by those located within the dominant ideology, and legitimized as natural occurrences or timeless truths- the God eye view. It is presented as common sense, the unquestioned way of interpreting reality or doing things. Barthes declares: Myths are nothing but this ceaseless, untiring solicitation, this insidious and inflexible demand that all men recognize themselves in this image, eternal yet bearing a date, which was built of them one day as if for all the time. (Barthes, 1980: 155) Therefore the naturalization of history by myths, point up the fact that myths are actually the product of a social class that has achieve dominance by a particular history: the meanings that its myths circulate must carry this history with them, but their operation as myths make them try to deny it and present their meanings as natural, not historical or social. Myths mystify or obscure their origins and thus their political or social dimension (Fiske, 1990: 89). Thus myth is hidden ideological, hegemonic function of signs which seem natural not historical that brings natural world view as something given, taken for granted or goes without saying. This natural world view may masculinity, femininity, freedom, individualism, objectivism, rationalism, inequality of human races, the civilized western, the exotic orient, Englishness, middle class, upper class and so on.

2.4 Segmentation Segmentation is an essential element of marketing in industrialized country (Wedel and Kamakura, 2000:3). Since it was introduced (1956), segmentation has become a central concept in both theory and practices. Many definition of segmentation have been proposed since, but in empirical view the original definition, which is proposed by W.R Smith, has retained its value. Smith recognized that segments are directly derived from the heterogeneity of costumer wants, as his argument in the article Product Differentiation and Market Segmentation as Alternative Marketing Strategies in Journal of Marketing: Segmentation involves viewing a heterogeneous market as a number of smaller markets, in response to differing preferences, attributable to the desires of consumers for more precise satisfaction of their varying wants. (Wedel and Kamakura, 2000:3). Different customers have different needs, and it rarely is possible to satisfy all customers by treating them alike. Therefore, the identification of market segment and their element is highly dependent on the bases (variable of criteria) and method used to define them. The choice of different bases may lead to different segments being revealed.

2.4.1 Social Class Theory Class is seen as embodying membership of collective groups, for although people can identify as members of classes, this identication seems contextual and of limited signicance, rather than being a major source of their identity and group belonging (Savage in Bottero, 2004:987). Culturally, class does not appear to be a self-conscious principle of social identity. Structurally, however, it appears to be highly pertinent. For Weber a social class is a group that shares similar life chances, that is, chances of achieving a socially valued living standard. Life chances are determined

by ones income and ownership of various types of material property, including the means of production, but also by the possession of what Weber referred to as status, that is, social prestige and related cultural attributes, such as educational attainment, type of occupation, and lifestyle (cited in Parillo, 2008:131). Thus, in the distributional view classes are nuanced social groupings based on distributions of numerous economic and cultural attributes that shape life chances, and identified generally as lower class, middle class, and upper class. Each designation may be further modified (e.g. lower middle class) or alternatively titled to recognize tradition or prestige. Moreover, class is a function of market power rather than ownership or nonownership of the means of production (Weber cited in Saunders 1990:23). Seen in this way people form a class if they share roughly common life chances. They may enjoy similar life chances because they own substantial property holdings from which they can earn a profit, but the property market is not the only factor which influences economic situation. What is also crucial is our position in the labour market. Some people have particular skills or abilities which enable them to command high wages when they take their labor to the market and this too will affect their class position. In addition, social-psychological problems of class and mobility are examined, such as perceptions of low self-worth or uncertainty of social standing. For example, one may attain the income of a higher class but still be excluded by its members because the important attributes of lifestyle, taste and speech, do not automatically follow. How does a person obtain a social standing? The social standing is a result of characteristics people posses that others in society desire and hold in high esteem. The education, occupation, ownership of property, income level, and heritage (racial/ethnic background, parents status) influence social standing, as shown in figure below (Hawkins et al, 1998:115).

Sosioekonomic Factor Occupation Education Ownership Income Heritage

Social Standing Upper Class Middle Class Lower Class

Behaviors Preferences Purchases Consumption Communication

Figures 2.6

Social standing ranges from the lower class, those with few or none of the socioeconomic factors desired by society, to the upper class, who posses many of the socioeconomic characteristics considered by society as desirable. Individuals with different social standing tends to have different needs and consumption pattern. Further about social behaviors will be explained in follow subsub chapter.

2.4.2 Social Behaviors The study of social stratification is the study of how these different groupings or strata relate to one another. Usually, it finds that they are related unequally. One group may own and enjoy more economic resources than another, or it may be held in higher esteem, or it may be in a position to order other groups around (Saunders, 1990:2-3). In our own society there are poor and wealthy people, there are families of high birth and families of commoners, and there are politically powerful elites and relatively powerless groups of people who are expected only to follow commands and obey orders. The analysis of social stratification is concerned to understand how inequalities like these arise in the first place, how they are maintained or changed over time, and the impact which they have on other aspects of social life. In addition, class is therefore determined not by the group in which you place yourself or the people you interact with, but rather by these common characteristics (Kerbo, 1996:34).

Weber in Saunders (1990:22-23) divides the social stratification into three classes; upper, lower, and middle class. Upper class consists of those who live off property income and enjoy the privileges of education. The lower class, by contrast, is negatively privileged on both dimensions. In between these two classes, the middle class, consists of people who have some property but little education and people who have little property but can command high wages by virtue of their education and qualifications (the intelligentsia and specialists). Moreover, Hawkins et al in their book Consumer Behaviors (1998) break up Webers class into several classes (1998:117). The upper class is divided into three groups primarily on differences in occupation and social affiliation. The middle class is divided into a middle class of average-income white and blue-collar workers living in better neighborhoods, and a working class of average-income blue-collar workers who lead a working-class lifestyle. And the lower class divided into two groups, one living just above the poverty level and the other visibly poverty-stricken. The behavior of these designed-groups will be described in more detail in the following sub-sub-sub chapter.

a. Upper Class 1) The Upper-Upper Class Members of the upper-upper social class are aristocratic families who make up the social elite. Members with this level of social status generally are the nucleus of the best country clubs and sponsors of major charitable events. They provide leadership and funds for community and civic activities and often serves as trustees for hospitals, colleges, and civic organizations. These individuals live in excellent homes, drive luxury automobiles, own original art, and travel extensively. They generally stay out of the public spotlight unless it is to enter politics or support a charity or community event.

2) The Lower-Upper Class The lower-upper class is often referred to as new rich-the current generations new successful elite. These families are relatively new in term of upperclass social status and have not yet been accepted by the upper crust of the community. In some cases, their income is greater than those of families in the upperupper social strata. Many members of this group continue to live lifestyles similar to those of upper-middle class. This is particularly true of those who acquired their wealth relatively slowly through professional accomplishment. These individuals do not try to emulate or out-do the upper-upper class. Their income generally exceeds the amount needed to support their lifestyle, and they are a prime market for investment services of all type. Other members of this class strive to emulate the established upper-upper class. Entrepreneurs, sport star, and entertainers who suddenly acquire substantial wealth often engage in this type behavior. However, they are frequently unable to join the same exclusive clubs or command the social respect accorded the true blue bloods.

3) The Upper-Middle Class This class consists of families who posses neither family status derived from heritage nor unusual wealth. Their social position is achieved primarily by their occupation and career orientation. Occupation and education are key aspects of this social stratum, as it consists of successful professional, independent business people, and corporate managers. Members of this social class are typically college graduates, many of whom have professional or graduate degrees. Upper-middle class individuals tend to be confident and forward looking. They worry about the ability of their children to have the same lifestyle they enjoy.

They realize that their success depends on their careers, which in turn depend on education. As a result, they concerned about their childrens education so much. Having their children get a sound education from the right schools is very important to them.

b. Middle Class 1) The Middle Class The middle class is composed of white-collar workers (office workers, school teachers, lower-level managers) and high paid blue-collar workers (plumbers, factory supervisors). Thus, the middle class represent the majority of the white-collar group and the top of the blue-collar group. The middle-class core typically has some college though not a degree, a white-collar or a factory supervisor position, and an average income. The middle class concern about respectability. They care about their nation. They care what the neighbors think. They deeply concern about the quality of public schools, crime, drugs, traditional family values, and their familys financial security.

2) The Working Class It consists of skilled and semi-skilled factory, service, and sales workers. Though some households in this social stratum seek advancement, member of this stratum are more likely to seek security for and protection of what they already have. They greatly concern about crime, gangs, drugs, and neighborhood deterioration. They generally cannot afford to move to a different area so their current neighborhood or schools become unsafe or otherwise undesirable. Immigration rates concern them as a threat to their job. With modest education and skill levels, the more

marginal member of this class is in danger of falling into one of the lower classes. Unfortunately, they often lack the skills and resources to avoid the danger.

c. Lower Class 1) The Upper-Lower Class The upper-lower class consists of indivuals who are poorly educated, have very low income, and work as unskilled laborers (janitor, dishwasher). Member of this class live in marginal housing that is often located in depressed and decayed neighborhoods. Crime, drugs, and gangs are often close at hand and represent very real threat.

2) The Lower-Lower Class The lower-lower class, the poverty class, or the bottom layer, has the lowest social standing in society. They have very low incomes and minimal education. This segment of society is often unemployed for long periods of time. Many member of this group lack the personal resources in terms of educational background, work habits, health, and attitude to escape unemployment and poverty without external assistance.

2.5 The Ideology of Kompas Kompas were published first at June 28th 1965 in Jakarta, found by P.K Ojong, Jacob Oetama, and several former journalists of Intisari magazine. In its headline on the first edition-after 3 days serially released in test-proof edition- they reported about the Asia and African Conference that was delayed for 4 months. Generally, it contained 11 foreign news and 7 domestic news.

The name that means a device for determining directions was exclusively given by the Indonesian first president, Soekarno, aim to change their previous name Bentara Rakyat. Soekarno concluded that the term rakyat (or class in English) had been part of communist movement. Indeed, the appearance of media could not be separated from the political constellation at the time.

CHAPTER 3. METHOD OF RESEARCH

Based on the problem that will be discussed in this thesis, method of research will be divided into some sub chapters. The first sub chapter is an explanation about semiotics analysis. Then, the second chapter will contain the type of data that become the object of analysis. Method of data collecting contains the limitation of data and the way of data collecting in this thesis. The explanation about kind of analysis will be described in the forth sub chapter, method of analysis. The last sub chapter is hypothesis. It is a temporary answer about the problem. It may change according to the analysis in the forth chapter.

3.1 Semiotic Analysis Semiotics can be applied to anything which can be seen as signifying something, in other words, to everything which has meaning within a culture (Chandler, 1994:125). Even within the context of the mass media semiotic analysis can also be applied to any media texts (including television and radio programmes, films, cartoons, newspaper and magazine articles, posters and other ads) and to the practices involved in producing and interpreting such texts. Within the Saussurean tradition, the task of the semiotician is to look beyond the specific texts or practices to the systems of functional distinctions operating within them. The primary goal is to establish the underlying conventions, identifying significant differences and oppositions in an attempt to model the system of categories, relations (syntagmatic and paradigmatic), connotations, distinctions and rules of combination employed. For instance, 'What distinguishes a polite from an impolite greeting, a fashionable from

an unfashionable garment?' (Culler, 1985:93); the investigation of such practices involves trying to make explicit what is usually only implicit. A 'text' (such as a photograph, an animated cartoon or a radio news bulletin) is in itself a complex sign containing other signs. The initial analytical task is to identify the signs within the text and the codes within which these signs have meaning (e.g. 'textual codes' such as camerawork or 'social codes' such as body language). Within these codes it needs to identify paradigm sets (such as shot size: long shot, mid shot, close up). It also needs to identify the structural relationships between the various signifiers (syntagms). Finally, it will be discussed the ideological functions of the signs in the text and of the text as a whole. What sort of reality does the text construct and how does it do so? How does it seek to naturalize its perspectives? What assumptions does it make about its readers?

3.2 Type of Research There are some types of research conducted in this thesis. The first type is library research. Blaxter et al. stated that library research aims to produce a critical synopsis of an existing area of research writing (1997:151). In the library research, books used as the data sources are very helpful to the elaboration of theoretical review and problems that will be analyzed (Djajasudarma, 1993:7). This research also conducts qualitative research. It concerns with collecting and analyzing information in many forms, mainly non numeric. Qualitative research tends to focus on exploring, in as much detail as possible, smaller numbers of instances or examples which are seen as being interesting or illuminating. It aims to achieve depth rather than breadth (Blaxter et al, 1997:60). This thesis which conducts semiotic analysis tries to analyze the several headline photos of Kompas and achieve the appropriate interpretation of them.

3.3 Type of Data Basically semiotics can be applied to analyze both qualitative and quantitative data. In analyzing the effect of mass media, it has to use quantitative data, but in analyzing the process of facts construction, qualitative data is required. Quantitative research is used in statistical analysis, in order to find out the numbers of people that affected by the news. In other hand, the purpose of this study is to find out facts construction, therefore, the analysis in this thesis will be applied on qualitative data. Qualitative data is the data based on the research that focuses on understanding and meaning through verbal narative and description rather than number. As stated by Sherman and Webb (in Blaxter et al, 1997; 61), Qualitative research, then, has the aim of understanding experience as nearly as possible as its participants feel it or live it. William M.K. Trochim (2006) states that major categories of qualitative data are; in-depth interviews, direct observation and written documents. In this thesis, the data analyzed are the headline photo of Kompas around December 2009 and January 2010. The photos choosen are based on several news categories; legal, sport, culture, politics, and ecology. It is in order to show that the theory could be applied in any news category. The editions taken are on December 30th 2009 (legal category), December 10th 2009 (sport category), December 17th 2009 (culture), December 9th 2009 (politics), and January 13th 2010 (human life). Beside the primary data, in this chapter also provide the data about the circulation of Kompas and the distribution of social class in Indonesia. The information of Kompas circulation is given to offer the other perspective about the social status of readers based on the district they lived. Whereas, the figure of distribution of social class is to make certain the social class of readers.

3.3.1 The Spread of Kompas Reader No 1 2 3 4 5 6 7 8

District Jakarta and surrounding Sumatera West Java Central Java East Java Borneo East Indonesia Other

Circulation Amount 294.004 64.852 61.272 48.584 16.518 17.910 36.880 31.591

3.3.2 Social Class in Indonesia In Indonesia, abstractly the division of social class can be divided in to six groups (Kasali, 2005:212). 1. Class A+ (the upper-upper class) 2. Class A (upper class) 3. Class B+ (the upper-middle class) 4. Class B (middle class) 5. Class C+ (the upper-lower class) 6. Class C (the lower-lower class)

3.4 Methods of Collecting Data Documentary (bibliography) study is applied in this study as the method of data collection. Documentary study proceeds by abstracting from each document (Blaxter et al, 1997:85). The elements that are considered important or relevant must be collected or set together with the other related data. Documentary study is also a way of study that is arranged through categorization, classification, verification, and

discussion (analysis) of written materials related to research problem in which the source are text, books, newspapers, magazine, and journals,etc. (Nawawi, 1998:85). The data of this thesis are headline photo of Kompas taken from web sources (www.epaper.kompas.com). They are collected, classified, and verified according to problem of the study. Then they will be analyzed and described using the appropriate theories in order to reveal the representation of social class reader.

3.5 Data Analysis After collecting the data, they will be analyzed through several steps by applying the theories mentioned in chapter II. This thesis uses descriptive and interpretative methods. In analyzing the headline photo, the data are collected and described according to their appearance. They are interpreted according to their level of meaning. Interpretative method refers to the process by which the researcher put their own meaning with those advance by others (Blaxter et al, 1997:197). Descriptive is defined as a method to make description, illustration, or depiction accurately and systematically (Djajasudarma, 1993:8). In the first level, denotative meaning may appear as the result of signification. Then, through the deeper interpretative process which uses semiotic approach, the connotation will be found. Myth may appear in the process of analyzing the headline photo. According to these steps, the data are collected, classified, and described in order to obtain the appropriate meaning of several headline photos, whether they have denotative, and connotative meaning, and also myth by using the theory of two orders of significations Roland Barthes.

CHAPTER 4. DISCUSSION

4.1 Semiotic Interpretation of Data 1 Title: Tergerus Abrasi

Caption: Anak berjalan di titian bambu yang menghubungkan rumah mereka dengan tanggul di tepi pantai di kawasan Marunda, Jakarta Utara, Selasa (12/1). Saat ini rumah tinggal mereka berada di atas air karena terjangan abrasi yang menggerus tanah di lokasi tersebut. Figure 4.1 Source : Kompas, January 13th 2010 Taken on Tuesday January 12th 2010, this photo belongs to human life category, as of a particular kind or environment. In the beginning on analysis of photographic semiotics, it will be started out with a general review of frame (Sonneson, 1989:7). Composition of photo turns into the major analysis. Photographic composition is the pleasing arrangement of subject matter elements within the picture area (Navedtra, 1993:5-7). In photographic composition there are several rules for determining the best location for the center of interest. The photo uses the diagonals structure which is running from the upper left to the lower right forms the basic structure of the child image, then this object become the center of interest of photo. A picture without a dominant center of interest or one with more than one dominant center of interest is puzzling to a viewer (Navedtra, 1993:5-6).

The photographer applies high camera angle to show relationships among all elements within the picture area and produce a psychological effect by minimizing the apparent strength or size of the subject, in order to help orient the viewer. Furthermore, the photo that takes place on the coastal side in Marunda consists of 4 main objects; little child, the house, the building behind the house, and environment surrounds them. The child and the house are separated with stepping bamboo and water. The house and the building behind them are separated by water too. Indeed, the water is taking almost all part of the photo. Then, the title of photo and the caption are for adding information. The title states the phenomenon happened, and the caption shows the information about the photo that can be leading us to interpret it. The incident here is tergerus abrasi (scraped by abrasion). From the caption, it can be known that the photo take place on Marunda, North Jakarta. In addition, the information can be gotten in the last sentence is saat ini rumah tinggal mereka berada di atas air karena terjangan abrasi yang menggerus tanah di lokasi tersebut (at now, their houses are beyond the sea water because the abrasion scrape the ground in their place).

4.1.1 The Type of Sign The focus of photo is a little deprived child. It can be seen through the clothes (symbol) he wears. The child is wearing a dull loose and ill-fitting jersey. A loose and ill-fitting jersey could refer to some cases, first of all that jersey may belong to older peoples who have relationship with the child. It can be his parent or his brother. Second cases, it may belong to the child but it was purposely bought by his parent larger than his real size in order to keep it fit as long as it can. Or the third, the jersey was given from others. All cases could be happened. But, all cases make reference to one result; the child comes from the poor family. The notion is strengthened by the other symbol that existed on the child especially on his jersey, dull.

Moreover, the childs profile as a poor and sleazy p erson is representing several peoples who were not captured on photo (index). It is clearly defined in the first sentence of photos caption Anak berjalan di titian bambu yang menghubungkan rumah mereka. (Little child walks through the stepping bamboo that connect to their house.). The possessive pronoun their (third plural person) is contained in the sentence. It should not be there as the possessive pronoun for child is his. It is too strange to say it is false-typewriting, because media is conscious industry (Hall, 1980:80). The fact means that the child on the photo is not only referring on himself but also the peoples who are not captured by the photographer, his society. The second sign which is directly linked to the little child as the center of interest is the house behind the child. The opinion occurred from viewing the photo that the house is the childs. It is because the child have leaved (icon) from that house. This opinion is not absolutely wrong, but in same time it is not totally correct. He might be just fiddling around with his friend on his friends home. However, it is not essential to find the houses owner; in fact from the caption mentioned on paragraph above, the owner of that house have a same status with the child. Unconsciously, if the readers view the child on photo in a few moments their sight must be directed to the house behind the child. The reason is the effect from diagonal structures composition that is applied when taking the frame. That house is formed by wood and not well-arranged, and so do the house next to. Both of them are dirty and not well taken care of. This sense may be in line with the clothes that the child wore. They make the similar concept, the conception of poverty (signified). In addition, behind the houses, it can be seen a big building. The building is formed by concrete bricks. There is a smokestack (icon) on the upper left of photo. It indicates that the building is a factory-building. The last element found on the photo is environment surrounds the other elements. It is quite important to be elucidated, because the category of this

photograph is human life based on environment. Combining the title, photo, and caption, it can be known that the water on photo is sea-water. The sea-water is almost covering all areas of frame. The sea usually refers to blue as the general color of sea it selves. But, in photo the color of sea is not blue, it is bottle green. Blue signifies limpidity of sea, on the contrary bottle green signifies turbidity. The turbidity relates to the abrasion that scrapes the ground in that place. The intensity of abrasion depends on the hardness, concentration, velocity and mass of the moving particles. The effect is the current color of the sea.

4.1.2 The Level of Meaning After the signs have been defined using Pierces theory of semiotics, in this sub sub chapter Barthes theory of semiotics, developed from Saussures theory of semiotics, are applied. Roland Barthes (1977:166) adopted from Lois Hjelmslev the notion that there are different orders of signification, the first orders of signification and the second orders of signification. Denotation occurs in first order of signification. At this level, a sign consist of signifier and signified. The second order of signification is that of connotation which uses the denotative sign (signifier and signified) as its signifier and attaches to it an additional signified. In this framework connotation is a sign which derives from the signifier of a denotative sign. Related to connotation is what Barthes refers to as myth.

a. The Denotative Meaning Denotation tends to be described as the definitional, literal, obvious, or commonsense meaning of sign. In the case of linguistic sign, the denotative meaning is what the dictionary attempts to provide (Chandler, 1994). Denotation refers to these things which appear as natural and which it can be taken for granted (Strinati,

1995:107). Abrasion, here, is the geological term. The literal meaning of abrasion is the mechanical scraping of a rock surface by friction between rocks and moving particles during their transport by wind, glacier, waves, gravity, running water or erosion (Morse and Mish, 2003). After friction, the moving particles dislodge loose and weak debris from the side of the rock. Furthermore, the cause of abrasion in this photo is running water, the sea water. It can be known from the context; the incident happens in Marunda, the district in northern Jakarta that closes to the sea, and the picture shown. The victim of the abrasion is the person who walks through the stepping bamboo. The child plays the important role of photo because it is the central object that pays the biggest attention of the reader. The photo uses diagonal structure that enables the reader to observe around the frame from the center of interest. As if, the child gives the guide to the reader to view all elements. The term child itself denotes a young person especially between infancy and youth (Morse and Mish, 2003). The child is deprived, similar with the condition of his society. In the upper-end of stepping bamboo, still beyond the sea water, it can be seen the dirty house. There are two houses on the frame, the big and the small one. House means a building that serves as living quarters for one or a few families (Morse and Mish, 2003). It is the basic needs of human being, a natural covering (as a test or shell) that encloses and protects an animal or a colony of zooids. On photo (figure 4.1), the child and house is personally connected. Child is human being (minor premise); human being needs house (major premise). Although, it can not be identified where the childs house is; the big or the small one or his house might be out of the frame. Factory-building gets the small portion of photo. The position is on the top of frame. There is not direct relation between factory and two other elements; child and house. The building looks far from the houses, but it is still in same location with

them. The factory signifies a building or set of buildings with facilities for manufacturing (Morse and Mish, 2003).

b. The Connotative Meaning Connotation is used to refer to the socio-cultural and personal association (ideological, emotional etc) of the sign. The difference of connotation and denotation in photography is obvious. Barthes gives a clear example how denotation and connotation work, as follow: denotation is mechanical production on film of the object at which the camera is pointed. Connotation is human part of the process: it is the selection of what to include in the frame, of focus, aperture, camera angle, quality of film, and so on (Fiske, 1990: 86). It means that denotation is what is photographed; and connotation is how it is photographed (Fiske, 1990:86). The photo uses the diagonals structure which is running from the upper left to the lower right, then the object on the lower corner become the point of interest of photo, vice versa. In taking photograph, the photographer applies high camera angle to show relationships among all elements within the picture area and produce a psychological effect by minimizing the apparent strength or size of the subject, in order to help the viewer. The focus of photo is a little deprived child. Then, chronologically the element contained the frame is two small houses, in the second place, and one factory in the last place which is on the top of the frame. The primary object is being made in the first place; therefore, all other elements should merely support and emphasize the main object. From the main object, it can represent all elements, although this photo belongs to environment category. Basically, the image of human being cannot only tell about the story of human being itself but also the other aspect which is related to it. Photographs are taken to show though human conditions and so appeal to the consciences of others (Langford,

1965:8). These fulfill one of photographys most valuable social functions, freezing moments in the history for recall in years to come. Connotation is more focused on phase-space factor; how the photograph was taken is the conscious construction by photographer. The photographer tries to construct the little narrative about the story of the little child who is struggling against the universe (the realism; in this case). On photo, the child is holding the hand-grip of stepping bamboo in miserable face. In his big jersey (which look like elders), he is at a push of realism to act like the older person. In this order of signification, substantively the readers have already concluded their anxiety of class based on the problems occurred in their surroundings (the environment aspect). It will not be explained in this section, but further in the last section of this sub chapter.

c. Myth The connotation is what Roland Barthes refers to as myth, because it is the second-order meaning of the signified (Fiske, 1990:90). In Indonesian term, myth usually associates with classical fable about exploits of God and heroes, but it is quite different from myth in semiotic term (Thwaites et. al, 2009:101). For Barthes myth is the dominant ideologies of our time. In a departure from Hjelmslevs model, Barthes argues that the order of signification called denotation and connotation combine to produce ideology (1997:166). The image of child that is deprived connotes the weakness. He has several signifiers that strengthen the signified (weakness); there is miserable face and performance. Moreover, weakness does not only refer to physical aspect but also the social aspect. In the case of social status, the child has not strong position in the society. In addition, the child and houses that also represent all peoples in this place

belong to the same of ideological entity; it means they are in similar position. They make stronger about the notion of weakness in society each other. In the other hand, although the factory-building only get the smallest portion on photo, its position in society is stronger. In photo, the building has no direct relation between house and child. It is different with the other elements which have direct relation each other; for instance child and the house behind him that is related by the stepping bamboo. Then, how does they relate. The keyword is the environmental relation. In this picture, child, houses, and the factory-building is existed within a frame. It means that those three elements are linked by the environment. The environment that is intended in this context is the coastal area that is scrapped by abrasion. Abrasion might happen because of the industrial development. The uncontrolled industrial developments in the coastal area can create massive environmental impacts.

4.1.3 Social Class Representation Class is seen as embodying membership of collective groups, for although people can identify as members of classes (Savage in Bottero, 2004:987). In this thesis, it does not only analyze the sign itself and to which it refers to but also the user of the sign as Fiske state about the area of semiotic study (1990:40). The user of the sign in fact belongs to certain social class. The basic clue to determine the social class reader is the level of meaning, in the second orders of signification (connotation and myth). In other word, it focuses on cultural and ideological background. Figure 4.1 provides the picture of the child in a big city, Jakarta (culture). Unhopefully, he lives on the dirty house beyond the sea water caused by abrasion. The child in Marunda symbolizes children in Jakarta that lack of strength to survive (weakness) in a bad environment. The northern coast of Jakarta has become an important issue for the city over the past few years, as

uncontrolled industrial developments in the area have created massive environmental impacts. According to data from the Indonesian Forum for the Environment, six of the nine estuaries in Jakarta were heavily polluted and only 120 hectares of mangrove forest remain of some 1,300 hectares recorded in the 1960s (Jakarta Post, November 13th 2008). The weakness itself refers to mental or intellectual deficiency (ideology). The readers of Kompas that many of them positioned in Jakarta (see figure 3) are certainly worried about the fact. They do care about the environment. They will save their children from mental and intellectual deficiency, so that they want their children to get the best education, the best environment, and or the best service. It is in order to prepare the childrens future. This behavior fits in upper-middle class individuals who worry about the ability of their children. They a lot concern about their childrens education. Having their children get a sound education from the right schools is very important to them.

4.2 Semiotic Interpretation of Data 2 Title: Caption: Terdakwa pencemaran nama baik terhadap Rumah Sakit Omni Internasional, Alam Sutera, Serpong, Kota Tangerang Selatan, Prita Mulyasari, divonis bebas oleh majelis hakim Pengadilan Negeri Tangerang, Selasa Figure 4.2 Source : Kompas, December 30th 2009 (29/12). Prita tidak terbukti mencemarkan nama baik rumah sakit tersebut.

Like many other terms employed in pictorial semiotics, photography is a common-sense notion, which it is the task of semiotic theory to reconstruct. In the photographic semiotics, the composition of photo becomes the major analysis. As similar as figure 4.1, the photo above uses a vertical picture. Vertical pictures give more vertical pull to their contents. There is less ground-hugging stability, and this can give a main subject a more imposing, dominant effect (Langford, 1965:139). It tends to make comparisons between elements in the top and bottom of the frame rather than left and right. But in certain, each picture should have only one principal idea, topic, or center of interest to which the viewer's eyes are attracted (Navedtra, 1993:5-7). Figure 4.2 has at least five clear elements. Four elements are arranged in chronologically order. There are a woman in veil who becomes the center of interest, the peoples who is standing behind her, the poster Demi Keadilan Bebaskan Prita, and the television cameras at back. In the photo, all peoples are raising and clenching their hand. And the last element that is always existed is the room where the activity happened. For the adding information, reading caption is the best result because photo journalism is a unity picture and word (William Hick in Kobre, 1996:32). It is combining the photo that had been taken, and the word. Word, in this case, refers to the caption which takes a part in a photo. The caption of photo above, in English, states, The defendant of defaming the good name and reputation of Omni International Hospital, Alam Sutera, Serpong, Southern Tangerang, Prita Mulyasari, is exonerated by the Tangerang District Court on Tuesday (December 29th). Prita is unproved in defaming the good name and reputation of this hospital. According to Philippe Dubois, the first photographic theory of analyzing tended to look upon the photograph as a mirror of reality, or, in Peircean terms, as an icon; then came that most celebrated generation of iconoclasts who tried to demonstrate the conventionality of all signs, supposing even the photograph to

present a "coded" version of reality, or, as Peirce (according to Dubois, at least) would have said, a symbol; and finally the photograph was seen for what, according to Dubois, it really is: an index, more specifically, a trace left behind by the referent itself (cited in Metz, 1985). The interpret data with this theory will be applied in the sub sub chapter follow.

4.2.1 The Type of Sign The center of interest of photo is the first point to be analyzed, the woman in veil. Indeed, the woman in veil is the person who is mentioned in caption, the defendant of defaming the good name and reputation of Omni International Hospital, Prita Mulyasari. Logically, as the Pierces semiotics is based on logic (Hawkes, 1977: 100), every news has an object of interest. This object of interest certainly gets the biggest portion within frame. On photo, woman in veil is getting the biggest part, so the object of interest is her. The woman looks tired. It can be known from her sweaty face (index). The court session which take a long time might be the rational reason of her condition. The way she raising and clenching her hand strengthened the condition (tired), because she is helped by the man behind her in raising the hand. In the court session, there are some viewers that watch how the session goes on. Usually, they come from two different groups; the group who support and contradict to the defendant. The second element is the peoples who are standing on Pritas back. It can be seen from the clenching hands on there (index). These clenching hands (symbol) also clarify which group they belong to. They are coming from group that supports Prita. They do the same activities with Prita at the same time, when Prita is exonerated by the Tangerang District Court. The supporters of Prita that is clearly seen on photo are the persons who are on her back, in the right and the left side. The right side is the man wearing black cassock and the white fabric on his chest; and a woman in glasses on the left one.

Man on the right is definitely Pritas lawyer. It can be noticed from the cloth he worn (symbol). This cloth is the formal dress of court; it is worn by the court apparatus. Indeed, the court apparatus consist of the judge, the prosecuting attorney, and lawyer. It is intolerable if the man on Pritas back were a judge, because this position is not allowed to support anyone. In other word, he is neutral. When the man is neutral, it is quite impossible if the man were standing on Pritas back while raising and clenching the hand as like as the man do on photo, because it shows kind of supporting. The judge could not support the defendant, neither could the prosecuting attorney. The prosecuting attorney is the people who prosecute the defendant, in this case Prita Mulyasari. It means that those people are opposing to Prita. The woman in glasses on Pritas left may be a government authority. It is recognized from the pin which is pinned on her dress. In fact, Pritas case is broad published by the media; it can be seen from the television camera (index) on there. From those wider publishing, it is not surprised that the government authority knows about Prita and participates in supporting her. The next element is a poster inscribed with, Demi Keadilan Bebaskan Prita (For the Sake of Justice Let Prita Free) that is written in capital. This writing divide into three stepped-down word. First step is the phrase Demi Keadilan (For The Sake of Justice) which is placing on the top of poster and use the smallest font size than two others. In the middle, it can be seen the word Bebaskan (Free) that is having the bigger font size than the phrase on the top. Then, the lower part of poster inscribed with the word Prita which is written in big font size. It is bigger than other. In the middle of those word is written by exclamation mark (!); aims to substitute the letter of i. The last is a phase-space element; it describes the location where the activity on photo is taking place. In there, it can be seen a big room that have similarity with the hall. The room has a high ceiling and a lot of ventilation (window), it may indicate that those room is similar with hall. Moreover, in caption .divonis bebas

oleh Majelis hakim Pengadilan Negeri Tangerang.(.exonerated by the Tangerang District Court.), it can be recognized that the place is in the court; a big capacity of court. Because it is intolerable if the judge were judging out of the court. All elements mentioned above will be defined the meanings contained; the denotative meaning, the connotative, and myth. From those meaning, it can be determined what the social class segmentation of Kompas reader is.

4.2.2 The Level of Meaning In a later work, Element of Semiology, Barthes refined his understanding of the relationship between the signifier, the signified and myth by drawing a distinction between denotation and connotation (cited in Strinati, 1995:107). On one level (denotative meaning), the meaning of sign is self-evident. They are what they are or what they appear to be. They denote something and present it as a matter of fact. But the task of semiology is to go beyond denotation to get to the connotation sign. Doing this reveals how sign works through particular signifier and show how the constructed, manufactured, and historical location of the myth can be discovered.

a. The Denotative Meaning Denotation tends to be described as the definitional, literal, obvious, or commonsense meaning of sign. In the case of linguistic sign, the denotative meaning is what the dictionary attempts to provide (Chandler, 1994). Denotation refers to these things which appear as natural and which it can be took for granted (Strinati, 1995:107). Sign denotes something as a matter of fact. Woman has denotative meaning as an adult female human being (Hornby, 1995:1372). As the study uses structuralisms Saussure, it is acceptable if the word woman is defining through its

binary oppositions, word man. Woman is not man, so they have different characteristics and attitudes. Man on photo is represented by the person who is standing on the right side of Pritas back; he is the lawyer. Lawyer is a person trained and qualified in the law who does legal work for other people (Hornby, 1995:667). Prita is accused in a legal case; the case, quoted in caption, is defaming the good name and reputation. This lawyer is held a brief for Prita in a law court. His duty is not only assisting the defendant in a court but also supporting the client morally. Support for Prita is not only from her lawyer, but also from the different component of peoples; the government authority for instance. One of the evidence in proofing their support is the poster which is brought to the court. It can be identified the people who is brought the poster, but it can be analyzing what the opinion of poster-man is. That person combines two main words in his action; there are keadilan (justice) and bebaskan (let it free). Justice is right and fair behavior or treatment(Hornby, 1995:645). In Morse and Mish (2003) justice is called by the principle or ideal of just dealing or right action. While free (of a person) not a slave or prisoner, allowed to go where ones want (Hornby, 1995:470). In other word, the person is enjoying personal freedom: not subject to the control or domination of another. Prita is a defendant of defaming the good name and reputation of Omni International Hospital. She was facing the decision of a judge when the photo captured. If she were proved in defaming the good name and reputation of that hospital, she would be prisoned for certain time. The Pritas supporter, which is represented by the poster, stated that You (the court) are not unfair if you are not let her free.

b. The Connotative Meaning The difference of connotation and denotation in photography is evident. Barthes gives a clear example how denotation and connotation work, as follow: denotation is mechanical production on film of the object at which the camera is pointed. Connotation is human part of the process: it is the selection of what to include in the frame, of focus, aperture, camera angle, quality of film, and so on (Fiske, 1990: 86). It means that denotation is what is photographed; and connotation is how it is photographed (Fiske, 1990:86). The elements within frame are arranged in such a manner, so that the center of interest is placing in the front of all elements. The center of interest is the image of Prita Mulyasari as the first place. The second is the lawyer and the government authority. Third layer is the peoples who can not be identified because of lack information that get from the photo. And fourth is the television cameras which represent the media (television media). The formations of images give the certain impression that all images are on Pritas back (give support for Prita). The evidence in proofing their support is making the poster which is brought to the court. The poster inscribed with, Demi Keadilan Bebaskan Prita (For the Sake of Justice Let Prita Free) that is written in capital. This writing divide into three stepped-down word. First step is the phrase Demi Keadilan (For The Sake of Justice) which is placing on the top of poster and use the smallest font size than two others. In the middle, it can be seen the word Bebaskan (Free) that is having the bigger font size than the phrase on the top. Then, the lower part of poster inscribed with the word Prita which is written in big font size. It is bigger than other. In the middle of those word is written by exclamation mark (!); aims to substitute the letter of i. Typography is thoroughly multimodal. It communicates not just through the letter forms themselves but also through color, texture, perspective, framing and motion (Leuuwen, 2005:42). The biggest font size indicates the approval about

something. In the poster the word Prita is written in the biggest font size. It means that all peoples who are represented by the poster want the justice (keadilan) and freedom (kebebasan) for Prita. It is then strengthened by the exclamation mark (!); aims to substitute the letter of i in those word. A mark (!) used especially after an interjection or exclamation to indicate forceful utterance or strong feeling (Morse and Mish, 2003).

c. Myth Hall describes that myth differs from connotation at the moment at which it attempts to universalize. Myth is connotation which has become dominant-hegemonic (Hall, 1980: 125). Barthes argues that myth is dominant ideology of our time. He insists that myth serve the ideological function of naturalization (Barthes, 1980:130). It means that myth is not natural, neutral or even necessary. Myth is taken for granted by those located within the dominant ideology, and legitimized as natural occurrences or timeless truths- the God eye view. It is presented as common sense, the unquestioned way of interpreting reality or doing things. Describing myth means describing the relation between the elements. Prita is a housewife who was taken to court by an international hospital for complaining about its poor medical service through email (Jakarta Post, December 30th 2009). Other than the legal problem that is faced by Prita Mulyasari, the personal aspect could be the motivation basis in supporting someone. The government authority on the left side might be an example. The government authority and Prita are women; the government authority may be a housewife. From here, Prita also symbolize the resistance of woman against the injustice. Furthermore, Barthes (1977) stated the function of myth is to make dominant cultural and historical values, attitude and belief (1977:167). The attitude of human being may be shown by the dress their worn. Dress can be regulated through personal

authority (Leeuwen, 2005:58). In Indonesian culture, the symbol of veil is polite, respectful, civilized, kind, well-mannered, etc because these dress based on Islamic rule in the Quran (33:59) O Prophet tell your wives, daughters and believing women to put on their veil (jilbab) so that they are recognized and thus not harmed. The image of Prita expresses good, kind, respectable, and peaceful.

4.2.3 Social Class Representation Prita landed herself in trouble after the hospital filed a complaint with the police about being defamed by the 32-year-old woman who wrote about her horrendous experience at the hospital. She wrote this in an email to a friend, who subsequently forwarded the message to others, and the message eventually found a wider audience on the Internet. She effectively became the first victim of the new draconian Electronic Information and Transaction Law. The law allows for the detention of any suspect charged with a crime punishable with more than five years. The law sets a maximum punishment of six years for criminal defamation. Her detention then provoked massive public outcry that subsequently led to her release, but Omni hospital had the audacity to ignore public opinion and went ahead with its charges in both the civil and criminal courts against her. The massive public that is mentioned includes the Kompass reader. Segmentation is an essential element of marketing in industrialized country (Wedel and Kamakura, 2000:3). Different customers have different needs, and it rarely is possible to satisfy all customers by treating them alike. Kompas, as a media industry, definitely considers about segments problem. They publish the actual news is based on the willingness of the reader. Furthermore, the willingness of the readers is based upon their social class that affect to their behavior (see figure 2.6). From the analysis on connotative meaning and myth, it can be recognized that the readers of Kompas

are the peoples who concern about the public service; either legal service or health. It means that the Kompas readers are belonging to the middle-class of society.

4.3 Semiotic Interpretation of Data 3 Title: Caption: Kontingen Indonesia berjalan melambaikan tangan dan bendera merah putih dalam pembukaan SEA Games XXV di stadion Nasional di Vientiane, Laos, Rabu (9/12). SEA Games akan Figure 4.3 Source : Kompas, December 10th 2009 berlangsung hingga 18 Desember mendatang dan diikuti oleh 11 negara.

This photo belongs to sport category. Based on the caption, this photo was taken on December 10th 2009. The composition of photo compounds the human being and the structure of line. Lines can create a desired effect, because they give structure to the photographs (Langford, 1965:13). Lines can unify composition by directing the reader's eyes and attention to the main point of the picture or lead the eyes from one part of the picture to another. Through linear perspective, lines can lend a sense of depth to a photograph. It is strengthened by the type of frame that is used. Horizontal framing seems to intensify horizontal movements and structural lines, especially when the format is long and narrow. Furthermore, vertical lines communicate a sense of strength, rigidity, power, and solidarity to the reader. It is different with two previous photos (figure 4.1 and figure 4.2), in these photo it can be identified only a couple elements. There are only two main elements; a group of people who is walking and waving the red-white flag. And the last is

phase-space element. The phase-space element is contained the sorrel road that has vertically white stripes. Moreover, there is no title on photo; but it can be found on the article which lade that photo. On there, it is written: SEA GAMES (as lead title) and Sederhana, Pembukaan SEA Games XXV di Vientiene (as a title). Because the limit study of this paper is news photo, thus it will be focused only on photo (include the title on there) and caption. It means that the elements out from its need not to discuss; in this occurrence, the article and the title on article. In caption, it is inscribed Kontingen Indonesia berjalan melambaikan tangan dan bendera merah putih dalam pembukaan SEA Games XXV di stadion Nasional di Vientiane, Laos, Rabu (9/12). SEA Games akan berlangsung hingga 18 Desember mendatang dan diikuti oleh 11 negara.

4.3.1 The Type of Sign In the beginning, it will identify the first element. On photo it can be found the image of walking peoples that is bringing the red-white flag. These image definitely refers to the Indonesian contingents as in the first sentence of caption: The Indonesian contingents walk while wave their hand and the red-white flag.. In addition, the red-white flag refers to the Indonesian flag. In the phase-space element, it can be seen the sorrel road that has vertically white stripes. The unknown element might be obvious, when the photo is directly combined with the caption. In caption Kontingen Indonesia berjalan.di stadion nasional di Vientiane.(The Indonesian contingent walk.in national stadium at Vientiane.), the phase-space element is in the national stadium of Vientiane. Then the next step is finding the certain location of stadium where the photo had been taken. The problem is the wide area of stadium that is contained many spots; tribunes, football field, running track, pole yard, et cetera.

To find where the spot used, it may be identified the characteristic of the elements on photo. There is a sorrel road that has vertically white stripes (symbol). The football field is green and it is contained of grass. The tribunes must be full of chairs for the viewer. The possible answer is the running track. These sport is followed by more than fives peoples in the same round. To avoid the collision of the athletes, the track is drawn by the white stripes as the virtual circuit breakers.

4.3.2 The Level of Meaning In the next sub sub chapter the theory about two orders of signification, which is developed from Saussures theory of semiotics, is applying, after the element had to be identified using the categories of Pierces sign (icon, index, and symbol). Roland Barthes (1977:166) notified that there are two different orders of signification, the first orders of signification and the second orders of signification. Denotation occurs in first order of signification. At this level, a sign is consisting of a signifier and signified. The second orders signification is that of connotation which uses the denotative sign (signifier and signified) as its signifier and attaches to it an additional signified. In this framework connotation is a sign which derives from the signifier of a denotative sign. Related to connotation is what Barthes refers to as myth.

a. The Denotative Meaning Baudrillard affirmed that denotation is totally supported by myth of objectivity (whether concerning the linguistic sign, the analogous photographic or iconic sign, etc.), the direct adequacy of a signifier and a precise reality (cited in Hall, 1980:133). In photography, the denotative meaning is conveyed solely through the mechanical action of image reproduction: a dog is a dog. Therefore denotation, the

first order of signification is the one on which Saussure worked. It describes the relationship between the signifier and signified within the sign. Flag means a usually rectangular piece of fabric of distinctive design that is used as a symbol, something represented (Morse and Mish, 2003). A group of peoples and flag turn into a solid entity. They can not be separated each other. It is not only because of the image that shown the red-white flag which is brought by a group of peoples; but also because of the role of this flag that is strengthened the identity of this group of peoples as a contingents, a representative group (Morse and Mish, 2003). The red-white flag definitely symbolize the state where the contingents come from, Indonesia.

b. The Connotative Meaning Connotation describes the interaction that occurs when the sign meets the feelings or emotions of the users and the value of their culture (Fiske, 1990: 85). Barthes argues that the connotation develops on the basis of denotation whose signifier is a certain treatment of the image and whose signified whether aesthetic or ideological, refers to certain culture of the society receiving the message (Barthes, 1977: 17-19). Connotation is human part of the process: it is the selection of what to include in the frame, of focus, aperture, camera angle, quality of film, and so on (Fiske, 1990: 86). Barthes declares that: Connotation, the imposition of second meaning on the photographic message proper, is realized at the different levels of the production of the photograph (choice, technical treatment, framing, lay out) and represents, finally, a coding of the photographic analogue (Barthes, 1977: 20). The center of interest of photo is a group of peoples who is bringing the redwhite flag. They are not standing alone, but stand together in a group toward the same place. It may be called by unity. Unity in Morse and Mish (2003) elucidated the

quality or state of not being multiple. There are many kinds of peoples in these group; man-woman, old-young, Chinese-Javanese. But from the diversity, they keep in harmony; unity in diversity. They look toward tribunes that are full of viewers from any country in South East Asia. They implicitly act that they come to this country in proud. They wave their red-white flag as though they speak, we are proud of our nation. They walk together on the sorrel road that has vertically white stripes. Vertical lines communicate a sense of strength, rigidity, power, and solidarity (Langford, 1965:72). In addition, sorrel is derived from red colored. The color combination of the running track passed by Indonesian contingents -the derived red and white stripes- look like the color of the flag that is brought. This element is strengthened the emotional relation between the Indonesian contingents and the reader. Then, when all elements above (a group of peoples who is bringing the redwhite flag and the road they passed) are organized, it will implicitly recognized that the spirit of togetherness and the strength in facing the challenging (in this case, the competition challenge). On photo, it can be seen the self-confident of the athlete to devote the victory in this competition.

c. Myth Myth is connotation which has become dominant-hegemonic (Hall, 1980: 125). Barthes argues that myth is dominant ideology of our time. He insists that myth serve the ideological function of naturalization (Barthes, 1980:130). The ideological meaning that is contained on photo refers to the Indonesians. Indonesia that consists of the various ethnic group and culture is the country where the contingents were born. It becomes their motherland. Then, it appears the spirit of Indonesians

4.3.3 Social Class Representation The Southeast Asian Games (also known as the SEA Games), is a biennial multi-sport event involving participants from the current 11 countries of Southeast Asia. The games are under regulation of the Southeast Asian Games Federation with supervision by the International Olympic Committee (IOC) and the Olympic Council of Asia. The last games held was the incident free 2009 Southeast Asian Games (running from December 9-18) which was the first time Laos has ever held a Southeast Asian Games (Laos had previously declined hosting the 1965 Southeast Asian Peninsular Games citing financial difficulties). It has also commemorated the 50 years of the SEA Games, held in Vientiane, Laos. Indonesia will field 341 athletes who will compete in 22 sports during the biennial event, to be held for the first time in Laos (Kompas, December 10th 2009). Kompas is not a kind of media that report specifically the sports. It can be seen from its various contents that are contained from social problem to the technological device. Kompas publish this photo as a headline because this photo is not only about sport; it is also about the ideological meaning that is contained. It refers to the proud of nation in sports point of view. The contingent that is sent to the Laos is the representation of the Indonesian peoples. Furthermore, they represent heroes because it is quite difficult to be a part of the contingent. It must have well performance in certain field. Thus, it is not only about sport but also betting the nation respectability. Here, it can be known the social status of Kompas reader. They are the peoples who care about their nation, and care about respectfully. Thus, it belongs to middle class.

4.4 Semiotic Interpretation of Data 4 Title: Pertemuan Parlemen Asia Caption: Presiden Susilo Bambang Yudhoyono memberikan sambutan dalam Sidang Pleno ke-4 Pertemuan Parlemen Asia (APA) di gedung Merdeka, Bandung, Jawa Barat, Selasa (8/12). Hadir dalam acara tersebut Ny. Ani Yudhoyono, Ketua DPR Marzuki Alie, Presiden APA Haddad Adel, Gubernur Jawa Barat Ahmad Heryawan, dan Figure 4.4 Source : Kompas, December 9th 2009 mantan Ketua MPR Hidayat Nur Wahid.

Taken on December 8th 2009, this photo belongs to politics category. Politics in Morse and Mish (2003) states the art or science concerned with guiding or influencing governmental policy. In the beginning on analysis of photographic semiotics, it will be started with a general review of frame (Sonneson, 1989:7). Composition of photo turns into the major analysis. Photographic composition is the pleasing arrangement of subject matter elements within the picture area (Navedtra, 1993:5-7). Rules of composition have gone out of fashion, with good reason. They encourage results which slavishly follow the rules but offer nothing else besides as Edward Weston once wrote: Consulting rules of composition before shooting is like consulting laws of gravity before going for a walk (cited in Langford, 1965:6). The subject of photo is placing on the left side of frame using the rule of thirds. The rule of thirds is the composition which is dividing the picture area into thirds, both vertically and horizontally, and locating the center of interest at one of the intersections of the imaginary line. In addition, the subject of photo looks like closest than other. It is known as depth of field. Depth of field is the zone between nearest

and furthest subjects which are all acceptably in focus at one distance setting (Langford, 1965:65). The way the photographers focus their camera will depend on what part of the picture is most important and its purpose. Furthermore, the photo that had been taken in Gedung Merdeka is a kind of simple picture. The simpler and more direct a picture is, the clearer and stronger is the resulting statement. Although each image is composed of numerous small parts and contributing elements; none should attract more of the viewer's attention than the primary object of the picture (Navedtra. 1993:5-8). The primary object is the reason the picture is being made in the first place. The photo consists of 3 main objects; a speaking man in black coat (as a primary object), white shirt, and stripes tie; a standing man in white uniform; and the background inscribed with the word ASIAN in capital letters. Then, the title of photo and the caption are for adding information. The title states the phenomenon happened, and the caption shows the information about the photo that can be leading us to interpret it. The incident here is pertemuan parlemen Asia (in English-Asian Parliamentary Assembly). And the caption: Presiden Susilo Bambang Yudhoyono memberikan sambutan dalam Sidang Pleno ke-4 Pertemuan Parlemen Asia (APA) di gedung Merdeka, Bandung, Jawa Barat, Selasa (8/12). Hadir dalam acara tersebut Ny. Ani Yudhoyono, Ketua DPR Marzuki Alie, Presiden APA Haddad Adel, Gubernur Jawa Barat Ahmad Heryawan, dan mantan Ketua MPR Hidayat Nur Wahid (President Susilo Bambang Yudhoyono gives a speech in fourth plenary session of Asian Parliamentary Assembly in Gedung Merdeka, Bandung, East Java on Tuesday 8/12. The opening is presented by Mrs. Ani Yudhoyono, The chief of House of Representative (DPR) Marzuki Alie, the president of APA Haddad Adel, The governor of West Java Ahmad Heryawan, and the former chief of Provisional Consultative Assembly (MPR) Hidayat Nur Wahid).

4.4.2 The Type of Sign As usual, the center of interest of photo, or it can be said by the primary object, is the first point to be analyzed. The primary object in this photo is a speaking man in black coat. Combining with the caption stated that, Presiden Susilo Bambang Yudhoyono memberikan sambutan dalam Sidang Pleno ke-4.(President Susilo Bambang Yudhoyono gives a speech in fourth plenary meeting.), it can be known who is photos primary object. President is standing at the podium that is carved by the logo of Garuda. Garuda is mythical bird which is mounted by God Vishnu. It is the bird in official seal of Republic of Indonesia. Furthermore, the logo on the podium is contained in pin which is pinned in the presidents coat. It indicates that he is a president of Indonesia. The next element is the man who is drew oneself up. The man is wearing the white uniform and using badge on his shoulders. His uniform (symbol) shows that he is an officer in military term. Why the officer is on the Asian parliamentary Assembly which is certainly not kind of the military assembly. He is not the officer that takes command on states defense, but he is the adjutant. The adjutant is responsible in keeping the president safe wherever the president goes. The last element is a big background inscribed with Asian in capital letters. This word becomes part of the logo next to. Based on caption, word Asian (index) is the shortness of Asian Parliamentary Assembly, the session where the photo had been taken. It is strengthened by the logo beside it that become the official logo from the assembly. The background (icon) also signifies all components which belong to the Asian Parliamentary Assembly, the organization that is followed by Indonesia. Two last elements are the supporting elements that clarify the primary object. The function of both of them is strengthening the function and position of the primary object. In addition, the phase-space element that usually occurred on photo, in this situation of photo, is automatically substituted by the background on the back of first

element (the president) and second element (adjutant). It means the background had already been representative of the phase-space element.

4.4.3 The Level of Meaning In the next sub sub chapter the theory about two orders of signification, which is developed from Saussures theory of semiotics, is applying, after the element had to be identified using the categories of Pierces sign (icon, index, and symbol). Roland Barthes (1977:166) notified that there are two different orders of signification, the first orders of signification and the second orders of signification. Denotation occurs in first order of signification. At this level, a sign is consisting of a signifier and signified. The second orders signification is that of connotation which uses the denotative sign (signifier and signified) as its signifier and attaches to it an additional signified. In this framework connotation is a sign which derives from the signifier of a denotative sign. Related to connotation is what Barthes refers to as myth.

a. The Denotative Meaning Baudrillard affirmed that denotation is totally supported by myth of objectivity (whether concerning the linguistic sign, the analogous photographic or iconic sign, etc.), the direct adequacy of a signifier and a precise reality (cited in Hall, 1980:133). In photography, the denotative meaning is conveyed solely through the mechanical action of image reproduction: a dog is a dog. Therefore denotation, the first order of signification is the one on which Saussure worked. It describes the relationship between the signifier and signified within the sign. President based on Hornby (1995) is the head of state (1995:913). In detail, Morse and Mish (2003) elucidated that president is an elected official serving as both

chief of state and chief political executive in a republic having a presidential government. Indonesia is a republic that is certainly lead by a president. President of Indonesia gives a welcome speech to the audiences who are contained by the delegation from some country in Asia. It is not strange because the location where the fourth session takes place is on Bandung, a district in Indonesia area. Distinguished with the president who is receiving the guests from any country, the adjutant keeps the president saves from the bad condition that may occur. Adjutant is an army officer responsible for administrative and security work (Hornby, 1995:15). As his duty, he will save president wherever he goes. The third element is a background. Background refers to the part of a picture, photograph, or view behind the main object (Hornby, 1995:74). On photo, the background is the screen behind the primary object that is contained a logo and the big phrase Asian Parliamentary Assembly. The background that had been taken by camera is partly captured. From background, it can exactly be seen the name of the session and also inform which element that make that session.

b. The Connotative Meaning The term connotation is used to refer the socio-cultural and personal association (ideological, emotional etc.) of the sign. Connotation is also described in terms of levels of representation or levels of meaning. Connotation is the second orders of signification which uses the denotative sign (signifier and signified) as its signifier and attaches to it an additional signified. In this framework, connotation is a sign which derives from the signifier of denotative sign (so denotation leads to a chain of connotations). This tends to suggest that denotation is an underlying and primary meaning a notion which many other commentators have challenged. (Barthes, 1977:166).

The composition of photo becomes important to discuss in this levels of meaning because the connotation is how the sign is captured as John Fiskes statement in his Introduction to Communication Studies (1990:86). The primary subject of photo looks like closest than other, it is what the theory of photography called by depth of field. On a frame, depth of field is the zone between nearest and furthest subjects which are all acceptably in focus at one distance setting (Langford, 1965:65). The additional effect of this theory is the strengthening of the character of the object. The photo is focused on President of Indonesia, Susilo Bambang Yudhoyono. The image of president is wise that is thoroughly seen by his shade eyes and his calm attitude. He is giving the welcoming speech to all delegation from many countries. These delegations belong to the organization called Asian Parliamentary Assembly (next it will be called by APA). In the picture, it can be known the president is raising his index finger that indicates he is uttering the important point in his speech. The adjutant on his right is consistently drew oneself up. His existence on there is not as a participant or even delegation but he is assisting the president, in this case the assist for security problem. The safety of president indeed becomes his responsibility. So that he is staying alert all the time, his listlessness becomes the big trouble for president. In the second signification, the function of adjutant becomes the reinforcement of the presidents character. The existence of adjutant shows that the president is the more important person in the state, so president has to be guarded anytime and anyplace. It is difference with the image of adjutant, although the function is quite same -as a reinforcement of the presidents character- the portion of background is bigger than other within frame. It shows that its position is biggest too. Background is the representative of all components that run the organization of APA where Indonesia belongs to member of its.

c. Myth The connotation is what Roland Barthes refers to as myth, because it is the second-order meaning of the signified (Fiske, 1990:90). In Indonesian term, myth usually associates with classical fable about exploits of God and heroes, but it is quite different with what in this thesis talked about. However, for Barthes myth was the dominant ideologies of our time. In a departure from Hjelmslevs model, Barthes argues that the order of signification called denotation and connotation combine to produce ideology (1997:166). Describing myth means describing the relation between the elements. Firstly, it is better to know what the meaning of APA and its field of interest. APA is continuation of Association of Asian Parliamentary for Peace (AAPP) that cultivate strategies for the realization of peace and the right to development as well as social, cultural, and environmental rights of the peoples in Asia. In this context, the president that gives the welcoming speech is the symbol of the state. He speaks as the capacity of the president that knows everything about the state he lead. His speech on the opening of fourth plenary session of APA is not only for welcome the delegation from all countries in the Asia area, but also to give the implicitly statement that Indonesia is still concern about the world peacefulness and the human right. Indonesia is one of many countries that are respect about that according to the law. Then he makes sure that this law has been applied, at least as long as he (as personal) becomes the president.

4.4.4 Social Class Representation The Asian Parliamentary Assembly (APA) was born in 2006 at the seventh session of the Association of Asian Parliamentary for Peace (AAPP). In other words, the APA is continuation of an organization which was established in 1999. The APA comprises, in 2007, of 40 member parliaments and 18 observers. Each member

parliament has a specific number of seats in the assembly based on the size of their population. The number of total seats, and therefore, number of votes, is currently 206. Members of assembly must be elected by members of the member Parliaments. The APA Charter and Tehran Declaration lay out a framework of cooperation among Asian countries, and point out to a vision; that is Asian integration (Kompas, December 9th 2009). For adding information, Association of Asian Parliaments for Peace (AAPP) itself grew out of the collective desire and concerted effort of legislators and members of civil society in Asia to promote peace in general and in the Asian region, in particular. It was established in September 1999 in Dhaka, Bangladesh, to promote unity toward the single purpose of peace and a concrete framework for regional cooperation to strengthen human rights protection and democracy. The AAPP was to cultivate strategies for the realization of peace and the right to development as well as social, cultural, and environmental rights of the peoples in Asia. The peoples who read the photo must be the peoples who concern about the policy of state even the world. They believe that the correct policy will gives the good contribution for the development of this country. The development of country even world is the ongoing process; it means that the process may take a long time. However they are not worried about that, because they are not only thinking about today but also tomorrow. So, the peoples are belonging to upper-middle class of society who tends to be forward looking.

4.5 Semiotic Interpretation of Data 5 Title: Sesaji Kirab Malam 1 Sura Caption: Abdi dalem keraton Kasunanan Surakarta menyiapkan sesaji sebagai bahan perlengkapan prosesi kirab malam 1 sura di kompleks Keraton, Solo, Jawa Tengah, Rabu (16/12). Kirab malam 1 sura merupakan ritual keraton Kasunanan Surakarta untuk menyambut dan merayakan pergantian tahun baru dalam Figure 4.5 Source : Kompas, December 17th 2009 penanggalan Jawa. Pada ritual itu akan dikirab pusaka dan kerbau keturunan Kiai Slamet.

This data is the last photograph that will be analyzed in this thesis. The photo entitled Sesaji Kirab Malam 1 Sura seems like the documentary photo which has no meaning inside. But it is absolutely incorrect, like many other terms employed in pictorial semiotics; photography is a common-sense notion, which it is the task of semiotic theory to reconstruct. Hence, in the photographic semiotics, the composition of photo becomes the major analysis. Composition is an essential part of a good photograph; photography as an art has no meaning without it (de Mare in Wright, 1999:54). It is the pleasing arrangement of subject matter elements within the picture area (Navedtra, 1993:5-7). On photo above, the subject is placing on the right side of frame using the rule of thirds. The rule of thirds is the composition which is dividing the picture area into thirds, both vertically and horizontally, and locating the center of interest at one of the intersections of the imaginary line. Then, the other important consideration is format shape. Height-to-width proportions have a strong influence on picture composition. The type of photo of

figure 4.5 is a landscape format (horizontal). Horizontal pictures tend to be easier to scan, possibly because of the relationship of our two eyes, or the familiarity of movie and monitor screen shapes. Horizontal framing seems to intensify horizontal movements and structural lines, especially when the format is long and narrow (Langford, 1965:139). Figure 4.5 offers the crowded elements, so it is rather difficult to analyze. To make it simple, it will be better if the elements offered divide into several equally concepts. Equally here means the concept have to be contained with the elements which have identical value each other (Thwaites et al, 2009:78). There are concept of man, concept of place, and concept of thing. Each concept has several equal elements. Concept of man is represented by the woman in the traditional dress on the right of frame; concept of thing is signified by the cake; and the last, concept of place is the location where the photo had been taken. In addition, concept of man is indicating who or what does the action, whereas concept of thing is affected by the action of subject. For the adding information, reading caption is the best result as photo journalism is a unity between picture and word (William Hick in Kobre, 1996:32). Photo journalism is combining the photo that had been taken, and the word. Word, in this case, refers to the caption which takes a part in a photo. The caption of photo above is contained 3 sentences. First sentence tells the preparation before event which is seen on photo, the second sentence describes the information about the event that will be held and the third is the interest thing of the event. In complete, the caption is: Abdi dalem keraton Kasunanan Surakarta menyiapkan sesaji sebagai bahan perlengkapan prosesi kirab malam 1 sura di kompleks Keraton, Solo, Jawa Tengah, Rabu (16/12). Kirab malam 1 sura merupakan ritual keraton Kasunanan Surakarta untuk menyambut dan merayakan pergantian tahun baru dalam penanggalan Jawa. Pada ritual itu akan dikirab pusaka dan kerbau keturunan Kiai Slamet.

4.5.2 The Type of Sign Center of interest of the photo become the first time to analyze. There is a woman in the traditional dress on the right inside a frame. This woman is the representative of the concept of man. In this conception, there are four women that have equal activity and identity. Furthermore, the woman in traditional dress is the person who is mentioned in caption, Abdi Dalem Keraton Kasunanan Surakarta.(The abdi dalem of Kasunanan Surakarta palace.). Abdi dalem is the phrase to call the servant in the palace, especially in Javanese palace. The traditional dress she worn is kebaya. The women on Java usually use this kind of dress. This abdi dalem looks like preparing something. She prepares sesaji sebagai bahan perlengkapan prosesi kirab(the sesaji as the materials for the ritual procession.). What a woman does is related to the next concept mentioned in the first passage. The concept that is affected by the action of subject; it is concept of thing. The elements of this concept are reaching from the right side of photo into the left. They are the materials that will be put on sesaji. In this analysis, they need not to describe one by one because they are identically each other. Describing one by one of elements will be spent time and space without result. So, this concept will be represented by the cake that is made by the woman on the right side of frame. The cake and the woman on the right side is directly related each other. The woman that represents the concept of man is keeping the cake that represents the concept of thing. The concept of place, the last concept, is rather simple to analyze in every data analysis. It tells the location where the photo had been taken. The location might be clearly defined, when the photo that is seen is thoroughly combined with the caption. It can be found on the caption in the first sentence that tells about the preparation before event. From caption that is stated, ,Abdi dalem keraton Kasunanan Surakarta menyiapkan sesaji di kompleks Keraton, Solo(the abdi dalem of Kasunanan Surakarta palace are preparing sesajiin the complex of

palace), it can be known the location is on the complex of palace. But, the vast expanses of the palace become the next problem to find where the photo certainly had been taken. To identification, it has to break up the concept of place into several elements. These elements may help to identify where the certainly place on photo. The elements that are seen are pans, wok, stove, and the other stuff for cooking. It means that the place must be on kitchen; in detail, the kitchen of Kasunanan Surakarta palace.

4.2.2 The Level of Meaning In a later work, Element of Semiology, Barthes refined his understanding of the relationship between the signifier, the signified and myth by drawing a distinction between denotation and connotation (cited in Strinati, 1995:107). On one level (denotative meaning), the meaning of sign is self-evident. They are what they are or what they appear to be. They denote something and present it as a matter of fact. But the task of semiology is to go beyond denotation to get to the connotation sign. Doing this reveals how sign works through particular signifier and show how the constructed, manufactured, and historical location of the myth can be discovered.

a. The Denotative Meaning Denotation tends to be described as the definitional, literal, obvious, or commonsense meaning of sign. In the case of linguistic sign, the denotative meaning is what the dictionary attempts to provide (Chandler, 1994). Denotation refers to these things which appear as natural and which it can be taken for granted (Strinati, 1995:107). Sign denotes something as a matter of fact. The freeze word abdi dalem consist of two Javanese word; abdi and dalem or abdi dalam in Bahasa Indonesia. Abdi if it is translated into English

the meaning is same with the word servant. The next word dalem means inside in English. Then in literal meaning servant describes as a person who works in households for the wages, and often for food and lodging (Hornby, 1995:1073). And the word dalem indicates the place that the servant belongs to, -in this context- the Javanese palace. So, abdi dalem may define as a person who works in Javanese palace. After that, in Bahasa Indonesia sesaji means sajian or persembahan. Sajian is the offering, a thing offered especially as a gift or contribution (Hornby, 1995:803). For whom this offering is a question that has to be solved. For getting the clear information about this question, it is better if the caption were used. It can be seen in the first sentene on caption, .menyiapkan sesaji sebagai bahan perlengkapan prosesi kirab malam 1 Sura.(preparing sesaji as the materials of parade processions on 1 Sura night), then in the second sentence malam 1 sura merupakan ritual keraton Kasunanan Surakarta untuk menyambut dan merayakan pergantian tahun baru jawa (.the 1 Sura night is a ritual which is held by Kasunanan Surakarta palace for welcoming and celebrating the turn of the Javanese year into new year). In fact, on the caption; there is no any information about for whom the offering offered. There are only stated about for what the offering (sentence 1) and the purposes of 1 Sura night (sentence 2) without mention someone or something. Furthermore, in this order of signification the meaning of sign is self-evident. They are what they are or what they appear to be. They denote something and present it as a matter of fact.

b. The Connotative Meaning The term connotation is used to refer the socio-cultural and personal association (ideological, emotional etc.) of the sign. Connotation is also described in

terms of levels of representation or levels of meaning. Connotation is the second orders of signification which uses the denotative sign (signifier and signified) as its signifier and attaches to it an additional signified. In this framework, connotation is a sign which derives from the signifier of denotative sign, so denotation leads to a chain of connotations. This tends to suggest that denotation is an underlying and primary meaning a notion which many other commentators have challenged. (Barthes, 1977:166). The composition of photo becomes important to discuss in this levels of meaning because the connotation is how the sign is captured as John Fiskes statement in his Introduction to Communication Studies (1990:86). The type of this photo is a landscape format (horizontal) that tend to be easier to scan, possibly because of the relationship of our two eyes. The horizontal framing seems to intensify horizontal movements and structural lines, especially when the format is long and narrow (Langford, 1965:139). Unconsciously, this photo is seen from right side to the left or from the left to the right side as the horizontal line. The way of seeing these photograph makes the photo in figure 4.5 are impressively crowded. The fullness of the elements showed, make it correct. There are full of activities on that place; it is indicated with full of materials that have to be handling immediately. Thus, the abdi dalem look very busy. The event that will be held is making them work hardly. Then, from the busy women seen on photo, it can be recognized that the event is not a small thing; on the contrary, it is a big ritual that spent a lot of money (it can be seen from the number of materials used for sesaji) and absolutely the energy. The night of 1 Sura indeed is a sacred time for the Javanese traditional people, as it is believed to be full of divine blessing. People will traditionally gather at certain places for rituals to pray for safety in life. The abdi dalem as the object of photo are all women. The successes of the big event depend on their hand. Even they, as though, are in pressure; it can be seen the

calm on their faces, quite and silent. In the addition, they do their duties use the traditional equipment not at all.

c. Myth The connotation is what Roland Barthes refers to as myth, because it is the second-order meaning of the signified (Fiske, 1990:90). In Indonesian term, myth usually associates with classical fable about exploits of God and heroes, but it is quite different with what in this thesis talked about. However, for Barthes myth were the dominant ideologies of our time. In a departure from Hjelmslevs model, Barthes argues that the order of signification called denotation and connotation combine to produce ideology (1997:166). Describing myth means describing the relation between elements; it is in order to rearrangement the several ideas about the photograph. The abdi dalem that is represented by woman is the person who works in residence of high official, palace of king. It is different with the servant that works for wages, the abdi dalem works for the respectful of the King. King in Morse and Mish (2003) means a male monarch of a major territorial unit. In this context, although Indonesia is a republic that is certainly lead by a president, but social hierarchy that is existed in Java especially in Kasunanan palace area is still following the traditional system. Image of the abdi dalem represented to image of mother in the family. Naturally, the duty of a mother arranges and manages everything about the household; and this activity is always identically with cooking. Here, the kitchen is the place where she is cooking. It is same with the place where the photo was taken.

4.5.3 Social Class Representation Class is seen as embodying membership of collective groups, for although people can identify as members of classes (Savage in Bottero, 2004:987). In this thesis, it does not only analyze about the sign itself and to which it refers but also the user of the sign as Fiske state about the area of semiotic study (1990:40). The user of the sign in fact belongs to certain social class. The basic clue to determine the social class reader is the level of meaning, in the second orders of signification (connotation and myth). In other word, it focuses on cultural and ideological background. In the level of meaning implicitly describe that Kompas is not a kind of media that report mythical news. It can be seen from the way they announce a report about mythological (myth in social term) issue; they do not show the mythical side but the humanistic side. For instance, the photo above; even though the focus of the news is Suro night which is full of legend of ghost and mythical stories, but the news showed is the preparation before the event. On photo, it is drawn how the abdi dalem prepare all the needs for the big ritual event that is held yearly. The abdi dalem that is preparing the big event represent a mother who could manage her family well. Certainly, it is showed the traditional family. Comparing with the modern era where the mother mostly could not mnage her family because of their activity out of their home. The message contained here is more about the values of traditional family, and it is not about the patriarchy system that usually appeared on that. From the analysis, it can be known the social class of the reader of Kompas. The readers of Kompas are the peoples who deeply concerned about the traditional family values. Thus, the readers belong to middle class.

CHAPTER V. CONCLUSION

Semiotics is a study of signs and its generation of meanings. Saussure and Peirce as the founder of Semiotics, are only interested in the nature of sign itself, rather how it is transmitted and may brings different meanings for different people in different situation. Since meaning is historical, the two orders of signification is expected to resolve the problem. Two orders of signification to which the analysis relies on, is discussing how words are active, dynamic social signs, capable of taking on different meanings and connotations for different social classes in different social and historical situation. In other words this theory sees meaning as process of negotiation between reader and text. This thesis entitled Reading Picture for Understanding Class: Social Class Representation in Several News Photos on Kompas analyze how the social class of the reader can be determined through semiotic theory two orders of signification. Here, the focus of study is the news photograph in the Kompas that was published in mid of December 2009 until early of January 2010. For readers, the photograph has invited a polysemous reading and various interpretation of meaning. It is necessary to find out how they make sense of these photographs based on their historical, cultural background. The analysis is based on the theory of communication and the concept of ideology that affect the behavior in language toward the presented text. Barthes two orders of signification is used to analyze the way in which signs and conventions in the text interact with the conventions experienced and expected by the user. It sees meaning as process of negotiation between reader and text.

Furthermore, the use of Pierces theory of sign is beneficial to help the two orders of signification to predict and catch the messages in the photograph in effective and comprehensive way. These semiotics theory also help to interpret the complex ways in which a sentence is constructed and the way its form determines its meaning. In addition, the two orders of signification is the redefinition from Saussures theory semiotics. Then, the segmentation theory especially social class theory can be applied to support the two orders of signification in interpreting the ideological dimension that shapes the ideas of representation. This theory (social class theory) is used to find the social status of the reader through the news photograph. When it is already known, the segmentation of Kompas could be determined. Social class basically is seen as embodying membership of collective groups, for although people can identify as members of classes ; upper class, middle class, and low class. Then social-psychological problems of class are affected in perceptions of social standing. The social-psychological aspect indeed becomes the key concept to relate the social class and semiotics. From the discussion in fourth chapter, it can be known that figure 4.1 and figure 4.4 have the similar representation of the social class. The social class represented is the upper-middle class. The social-psychological of this class is the individuals who tend to be confident and forward looking. The individuals of this class are also worried about the ability of their children to have the same lifestyle they enjoy. They realize that their success depends on their careers, which in turn depend on education. As a result, they are very concerned about their childrens education. Having their children get a sound education from the right schools is very important to them. Moreover figure 4.2, figure 4.3, and figure 4.5 represent the middle class that is concerned about respectability, care about their nation, and care what the neighbors think. They also are deeply concerned about the quality of public schools, crime, drugs, traditional family values, and their familys financial security.

There are two classes that have been appeared from the discussion; uppermiddle class and middle class. In Indonesia, abstractly the division of social class can be divided in to six groups Class A+ (the upper-upper class), Class A ( the lowerupper class), Class B+ (the upper-middle class), Class B (middle class), Class C+ (the upper-lower class), and Class C (the lower-lower class). Thus, the social class reader of Kompas is from Class B (middle class) until Class B+ (upper-middle class). Even though the photos analyzed tend to be middle until upper-middle class, it is not impossible if they are enjoyed by all classes. Finally, it is expected that this analysis is not only supporting to read and comprehend the occidental texts (from literatures, movies, news photographs and soon) in different way but also at last getting accustomed to think critically. It is also hoped that this analysis can support further analysis in the same study.

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APPENDIX 1 Scraped by Abrasion

Source: Kompas, January 13 2010

th

Photograph by Wisnu Widiantoro

Little child walks through the stepping bamboo that connect to their house with the dike on the sea shore in Marunda, North Jakarta, Tuesday (12/1). And now, their houses are beyond the sea water because the abrasion scrape the ground in their place.[]

APPENDIX 2 Lay out cover of Kompas January 13th 2010

APPENDIX 3

Source: Kompas, December 30 2009

th

Photograph by Danu Kusworo

The defendant of defaming the good name and reputation of Omni International Hospital, Alam Sutera, Serpong, Southern Tangerang, Prita Mulyasari, is exonerated by the Tangerang District Court on Tuesday (December 29th). Prita is unproved in defaming the good name and reputation of this hospital.[]

APPENDIX 4 Lay out cover of Kompas Desember 30th 2009

APPENDIX 5

Source: Kompas, December 10 2009

th

Photograph by Agus Susanto

The Indonesian contingents walk while wave their hand and the red-white flag on the opening ceremony of SEA GAMES XXV in National stadium at Vientiane, Laos, at Wednesday (9/12). SEA GAMES will be held until December 18th and followed by 11 countries.[]

APPENDIX 6 Lay out cover of Kompas December 10th 2009

APPENDIX 7 Asian Parliamentary Assembly

Source: Kompas, December 9 2009

th

Photograph by Alif Ichwan

President Susilo Bambang Yudhoyono gives a speech in fourth plenary session of Asian Parliamentary Assembly in Gedung Merdeka, Bandung, East Java on Tuesday 8/12. The opening is presented by Mrs. Ani Yudhoyono, The chief of House of Representative (DPR) Marzuki Alie, the president of APA Haddad Adel, The governor of West Java Ahmad Heryawan, and the former chief of Provisional Consultative Assembly (MPR) Hidayat Nur Wahid.[]

APPENDIX 8 Lay out cover of Kompas December 9th 2009

APPENDIX 9 The Offering for 1 Sura Night

Source: Kompas, December 17 2009

th

Photograph by Heru Sri Kumoro

The abdi dalem of Kasunanan Surakarta palace are preparing sesaji as the materials for the ritual procession on 1 Sura night in the complex of palace, Solo, center of Java, Wednesday (16/12). The procession of the 1 Sura night is a ritual which is held by Kasunanan Surakarta palace for welcoming and celebrating the turn of the Javanese year into new year.[]

APPENDIX 10 Lay out cover of Kompas December 17th 2009